PRACTICE MANAGEMENT | MARKETING | 32 November/December 2019 | prime-journal.com WendyLewis tookadeepdive intohowaestheticpractices cansurvive and flourishby focusingon theseemergingdemographicswhilenot abandoning their breadandbutter patients IS ITREALLYRAINING MENAND MILLENNIALS? WENDY LEWIS is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, author of 12 books, and Founder/ Editor-in-Chief of www. beautyinthebag.com . Her newest book is Aesthetic Clinic Marketing in the Digital Age (CRC Press 2018) contact email@example.com A S THE AESTHETICS INDUSTRY continually expands and grows, it has almost become a cliché thatmillennials and men are the new Holy Grail for medical aesthetics. But let’s look at the math. According to the American Society for Aesthetic Plastic Surgery (ASAPS), the most recent statistics from 2018 showed that 20.1% of non-surgical and surgical procedures were undertaken by 18 to 34-year olds in 2018, whereas 37.4% of these procedures were credited to ages 35 to 50, and 29.6% to ages 51 to 64. Furthermore, a reported 7.1% of surgical procedures were attributed to menalongside amere 7.6%of all non-surgical procedures 1 . Nashville, TN facial plastic surgeon Mary Lynn Moran, President of the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) reports a definite increase in men seeking treatments; ‘Over the past 5 years, mymale patients have increased from 10% to 15%. I am definitely seeing more men under 35. I would say that 10 years ago, I saw more middle-aged men trying to stay relevant in the working world and dating game, and nowI amseeingyoungermenwhoaremoreaesthetically oriented and aware of the value of preventative care.” Yet, Dr Moran ranks her patient base in descending order as follows: women 50-60’s, women in their 40’s, followed by women in their 30’s, and men 50-60, followed by men 30-50. I sought out to take a deeper dive into how these new patient populations approach aesthetics and what their primary goals and concerns tend to be, through the experiences of six busy aesthetic practitioners in different cities. The millennial mystique Howmany times in any given day do you hear the word ‘millennial’ and start to cringe? Well, we can blame Neil Howe and William Strauss for that. These two historians first coined the term in 1991 in their American history book entitled Generations—The History of America’s Future 1584–2069 (Harper Collins). Their premise was that this generation, who were only eight-years-old at the time, would be drastically different than the one before them, so they needed a distinctive name 2 . So, who are theseMillennials andwhy shouldwe care? We should care because they represent a powerful and digitally savvy consumer group that will surely continue to influence the aesthetics market in the future because they are determined to break the mould of their parents, the Baby Boomer generation. Although they are thrifty discount shoppers who love a bargain, Millennials will spend on comforts and work-life balance is one of their goals. They also spend a lot on food (healthy, natural food anddesigner coffee drinks), cell phones (unless of course, theyareon their parents’ familyplan), eating out, vacation breaks, hobbies, electronics, and Insta-worthy experiences. Whereas Baby Boomers grew up as television rose to be the entertainment and information vehicle of choice which fundamentally changed their connection to the world, millennials came of age during the explosion of the Internet which has shaped their mindset. Millennials are determined not to age as their parents did. As such, they are hard-wired to invest in preventing the ageing process from happening in the first place or at least delaying it as much as they can. The flip side is that they are also into green beauty, CBD oil, sustainable packaging, natural this and that, so toxins and lip injections may seem like a slight departure. Convenience is a major factor for this active generation when choosing a practitioner, and they will readily compare their experience to other industries, like retailers, malls, and online outlets. The It seems like every day I have at least a couple of patients tell me that they follow me on Instagram. It’s the newYellow Pages for plastic surgeons.