Four out of five European women believe that spending money on improving their looks with dermal fillers and Botox injections is an acceptable investment, according to a new survey which examines changing attitudes towards cosmetic procedures.
The study of almost 3,000 women from the UK, France, Spain, Italy and Russia found two thirds expect to have a cosmetic procedure at some point in their lives.
The Face Value report, commissioned by Merz Aesthetics, a subsidiary of German pharmaceutical firm Merz that makes dermal fillers and a Botox-like injectable, also reveals the lengths women will go in order to get the beauty treatments they want. More than a quarter (29 per cent) of those with experience of using facial injectables admit they would buy fewer or cheaper groceries to pay for a procedure, while 31 per cent say they would look for a second or better paying job.
Of the 53 per cent who say they have wrinkles, 62 per cent have actively sought out procedures or treatments to reduce the appearance of lines, which the researchers say indicates that women increasingly believe they can control or slow down the ageing process.
The findings also point towards a change in attitudes to cosmetic procedures, with more than two thirds (69 per cent) believing that having dermal fillers or Botox is not superficial or vain. Meanwhile, almost half (45 per cent) now consider them to be a necessity not a luxury.
Commenting on the study, Pat Altabilla, vice president of global marketing at Merz Aesthetics, said, "Women are and always have been under a lot of pressure to look their best. There are numerous things they can do to maintain their appearance and having aesthetic procedures with injectables is just one option. What is refreshing though is that the stigma surrounding them seems to be disappearing."
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