By JONATHAN FINE
Facial aesthetics is a lucrative seam for anyone in our sector – in NHS, mixed or exclusive mid- and high-end private there is serious money to be made.
Even though UK cosmetic surgery declined for the first time in 10 years in 2014 (7.9 per cent down) with weaker demand for breast enhancement, nose jobs and tummy tucks, a report by market intelligence firm Key Note says the industry will pick up this year and then grow exponentially over the next five years.
However non-surgical procedures such as Botox and laser treatments are already in steep growth and are expected to boom 27 per cent this year.
Our growing population of older consumers – known as the Saga set – are the fuel for this growth, increasingly influenced by mainstream “selfie” culture and wanting to rejuvenate their looks with cheaper, less invasive treatments.
That’s understandable when the average face-lift is £8k and it’s a major op, whereas you can walk off the street into a clinic and transform your face with a peel and some Botox for a fraction of the price.
But all cosmetic treatments are becoming more socially acceptable thanks to the explosion in image-obsessed social networking, which has now spread to almost all age groups.
If they weren’t aware before, now everyone is bombarded with photos of their peers looking better and so they get to see for themselves how facial aesthetics play out in real life – a far cry from the days when it was just Hollywood stars in magazines.
This collective awareness is what is powering the growth of the sector.
So what’s in it for you?
With average non-invasive treatment costing circa £200 and the huge market for repeat purchases (Botox top ups every six months, for example), facial aesthetics is the major growth opportunity for any practice in the UK or Ireland.
From experience it also provides a stimulus for cosmetic dental solutions and vice versa.
I’m working with some practices that are leading with FA as part of their differentiated positioning. We have learnt a great deal about the customer needs and wants, in particular we have established that FA is highly responsive to marketing investment and quick profitable growth is achievable.
If you would like to build an FA offering for your practice, please contact me and I will be happy to help.