SOCIAL MEDIA VS AESTHETICS

Aesthetic practitioner Rachel Simoyan looks at the complex relationship between social media and aesthetic treatments

The interconnection between social media and aesthetic treatments is a complex and multifaceted phenomenon, especially since Covid-19 and the increase in its use. With the aesthetic medicine market being valued at $13.9 billion in 20221, social media platforms like YouTube, TikTok, and Instagram have undoubtedly contributed to this growth in the market.

Surgical and non-surgical treatments have been shaped significantly in recent years by social media. For example, lip fillers are increasingly popular because of social media influencers and celebrities advocating plump and defined lips. Social media has also made it easier for people to research and connect patients with practitioners, learn, and view beforeand-after photos of procedures.

A few ways social media has influenced the world of aesthetics

• Influencers/celebrities: With the rise of influencers and celebrities sharing their beauty routines and treatment experiences, more people have become interested in both surgical and non-surgical treatments. Kim Kardashian’s viral ‘Vampire Facial’ post, a standard treatment in aesthetics, has turned into a sought-after procedure for people around the world.

• Recent trends and techniques: Butterfly Lip, Skin Cycling, and Fox Eye Thread Lift to name a few saw an 80%, 77%, and 94% increase since 2018, respectively, in people searching for these terms on Google.2Although some of these advances in treatments are merely those that have been practised in the industry for a while, other trends have led to the development and offering of new and improved treatments and techniques.

• Increased demand: As people become more aware of the different aesthetic treatments available, there has been an increase in demand for these procedures. Viral videos that mention related content can help potential clients research and reach out to aesthetic providers and practitioners seeking treatment for their concerns.

• Misinformation/disinformation: Although social media is praised for connecting and educating people, it can be demonised for creating both misinformation and disinformation about aesthetic treatments.3 There are more and more people who promote unregulated or unsafe products and treatments. Additionally, there is a general lack of accreditation from some influencers which can lead to patients falling victim to unregulated social media beauty trends.

• Pressure to conform: There is an ever-increasing normality of face-altering apps and filters. Research published by JAMA Facial Plastic Surgery has congratulated practitioners for highlighting the potential damage that photo editing can have.

• TikTok’s latest beauty effect ‘Bold Glamour’, uses AI to alter the user’s appearance to smoother, slimmer facial features, and plump lips. These apps can “encourage those to see themselves within a pedagogy of defect.”4

British physician Dr Esho, who coined the term ‘Snapchat dysmorphia’, reported patients were taking heavily edited selfies during their consultation process as a reference to what they wanted to look like, not knowing these selfies were unrealistic or, most times, unattainable.

SOCIAL MEDIA INFLUENCE AND BEAUTY BIAS?

An aesthetic practitioner may develop a bias towards certain facial features or body shapes that are commonly associated with beauty in their culture or community. They may also be influenced by current trends in the industry, which can change rapidly over time.

It is also imperative to note that social media can also contribute to unrealistic beauty standards and perceptions, which can impact patients’ expectations and satisfaction with their results. Patients may be more likely to seek treatments that promise dramatic and immediate results, rather than considering the potential risks and limitations of these procedures.

DO WE ADAPT TO EVER-CHANGING BEAUTY TRENDS?

Social media can help practitioners stay up to date with the latest trends and techniques in aesthetics. However, the question is – should practitioners continually keep up with these changing trends? Practitioners may benefit from following industry leaders and influencers on social media, to learn about the latest products and procedures and incorporate them into their clinic.

It is paramount that the practitioner controls the messaging of these changing beauty trends and procedures and strives to maintain a balanced and responsible presence on social media. This can involve providing accurate and transparent information about procedures and the results, addressing common misconceptions and concerns, and promoting a realistic and holistic approach to beauty and self-care.

In the US, the Association for Healthcare Social Media (AHSM) provides educational resources for social media in health and advocates to combat misinformation. Aesthetic providers, academies, and other organisations may want to consider partnering with influencers with large followings to share certified information on treatments.

Additionally, practitioners should prioritise patient education and care, and work closely with them to ensure that their expectations align with the potential outcomes of any treatment or procedure.5

POSITIVE IMPACT ON PRACTITIONERS AND AESTHETIC PROVIDERS

Debunking myths, education, setting goals, and expectations of treatments: Social media has led to increased transparency in the aesthetic treatment industry. Practitioners can showcase their work and share information about their qualifications and experience, helping potential patients make more informed decisions about their care.

Additionally, awareness of social media trends can help practitioners better understand aesthetic treatment requirements. Knowing which treatments or products interest a patient can guide practitioners in upskilling and providing educational material.

CLOSING THOUGHTS

In summary, social media and aesthetic treatments are closely interconnected, with social media both reflecting and shaping the beauty ideals of our time, as well as creating new opportunities for potential and existing patients to access information and engage with aesthetic treatments.

While there are many positive aspects to this interconnection, it is critical to be aware of the potential risks. It is also important to take steps to protect patients’ mental and physical health as well as their expectations.

RACHEL SIMOYAN

Aesthetic practitioner Rachel Simoyan started her beauty and aesthetics career in 2020 after leaving the corporate world behind to pursue her true passion in this field.

She is currently advancing her studies in aesthetics and has a keen interest in non-surgical treatments and its response in people of colour. She is also passionate about skincare and treatments after suffering from hyperpigmentation for many years and the emotional impact this may have on daily life for sufferers. With her social media platform, @456aesthetics, Simoyan provides skincare tips, advice, and education to men and women of all skin types, especially those with darker skin.