Stephen Handisides

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The Natural Beauty Trend in London

skin careA survey conducted by new cosmetic wrinkle treatment iovera°® has found that there is a growing desire among Londoners for more natural beauty products and treatments.  Two thirds of respondents (65%) said that they have become more aware of the ingredients in cosmetics and beauty products in the last two years.  While quality (59%) and price (48%) are important, natural ingredients (32%) ranked highly on factors influencing purchasing decisions.

The survey of more than 500 Londoners found that appearance matters with the majority (59%) of those questioned admitting they put a great deal or quite a lot of effort into looking their best.  54% of women surveyed claimed they would be unlikely to go out and meet friends without doing their hair and makeup.  They are not alone as 43% of men would not go out without doing their hair. 

Living and looking healthy is also important to Londoners. Nine out of ten (90%) of those polled said they would like to lead a healthier lifestyle and many will check the label for artificial ingredients and preservatives in foods (76%) and beauty (62%) products. 

Ultimately people would like to look younger (73%) and healthier (89%) and just over half (54%) said they would consider a non-surgical cosmetic treatment to smooth forehead lines and wrinkles. 

Dr Yannis Alexandrides, MD at 111 Harley Street and iovera° trained doctor said, “Patients at my clinic seek treatments that will provide them a natural result, one that leaves them looking fresh and rejuvenated. iovera° allows me to offer this result with the added benefit that no toxins are actually injected into the body.” 

68% of respondents who would consider a cosmetic wrinkle treatment find the idea of a treatment which uses the body’s natural response to cold more appealing, compared to one in five (22%) that find a treatment which uses a toxin more appealing.  Fear of looking fake, plastic or unnatural is the biggest fear among those who would not consider such a treatment. 

Clint Carnell, CEO of myoscience who developed the iovera° treatment in California, is positive about the growing interest being shown for the treatment in the UK: “The iovera° technology enables physicians to treat using only the power of cold which is an appealing option for many.” 

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