Beauty Consumers Are Motivated Equally by Confidence and Youthfulness


Women are seeking to both boost self-confidence and achieve a more youthful appearance when making beauty decisions, according to new research from Allergan, the manufacturer of Juvéderm facial fillers.

The findings, published as “The Changing Face of Beauty: A Global Report,” are the result of data collected from 8,000 women across 16 countries.

The most commonly cited female-beauty-related terms used by interviewees included: complexion, glowing, clear and flawless.

74% of women make the effort to look good primarily for themselves

Taking Charge of Self-image

“When it comes to women's beauty goals some key cultural differences are apparent,” said Caroline Van Hove, senior vice president, international medical aesthetics at Allergan. “In Europe women embrace ageing naturally and subtly. In Asian markets, women want a more obvious transformation, while in the Middle East women want to look more beautiful with fast, enhancing results that accentuate their best features.” 

She continued, “What is especially exciting about this new research is the discovery that women around the world are united by an increasing desire to control how their looks evolve with time. And whether through photography filters, makeup or aesthetic procedures, investing in beauty is their way of positively influencing their image." 

Emotional Motivations

"There has been a real change in attitudes in recent years, today it is what women feel about themselves that matters most to them,” said plastic surgeon Dr. Mauricio de Maio. “Although they are coming for aesthetic reasons, such as treating facial lines and fold, their real goal is to feel and look better.”

"Addressing the eye area means their face will be a better and truer reflection of their emotions.”

He added, “Sometimes their request is to look less tired and healthier, other times they want to look more attractive and younger. When I treat women, I take the time to understand the emotional motivation behind the changes they want to make—it’s no longer just about what they want corrected, it's about how they want to feel after the treatment.”

Digital Influences

“In this age of digital documentation women are now stepping much closer to the mirror to check out how their ‘close up’ will appear on screen,” cosmetic surgeon Dr. Jonquille Chantrey. “So skin is now under the spotlight more than ever before.”

He added, “Not too long ago many women were more focused on their wrinkles but now having healthy, plump and glowing looking skin is higher on their agenda.”

“Most women I see are overly critical of their eye area—mainly because it is so heavily scrutinized as they apply makeup each day,” said Chantrey. “Looking happy and well rested is the key ambition for my patients and treating the eye area can help them to achieve this. Bags under the eyes can make women look sad and drawn, when they feel the total opposite. Addressing the eye area means their face will be a better and truer reflection of their emotions.”

Beauty by the Numbers

  • 74% of women make the effort to look good primarily for themselves
  • 37% and 15% of women look good primarily for loved ones and friends, respectively
  • 63% said general “beautification” is a larger motivator than addressing the signs of ageing (50%)—excepting China
  • 56% of women said outer beauty (ex: skin quality and complexion) is as important as body shape
  • 65% of women agree facial fillers are more socially acceptable than they were five years ago; 76% in Brazil and Mexico, and 80% in Thailand
  • 96% of respondents from Turkey had used or were considering facial fillers; that figure was 90% in Thailand and 72% in Brazil
  • 57% believed facial fillers can look natural, but 21% were concerned about ending up with a “frozen” facial expression
  • 66% are specifically concerned about bags under the eyes
  • 81% of Brazilian women were most interested in correcting age spots
  • 40% of Chinese women wanted to enhance their cheeks
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