“My wife’s into that Botox Stuff” – weird guy on the cape trying to give me vodka. ????
Anyways, it seems like everybody’s into “that Botox stuff.” But no one will admit to it!!! What’s the deal people? I mean… I fully admit to being an addict. I love my Botox! I guess I’m a little on the young side (although my birthday is coming up July 31!! Yeah!). So who exactly is doing this “Botox stuff”? Here’s some excerpts from my business plan on the “consumer profile” (I wrote this in 2009, so… there is updated information… but… I haven’t updated my stuff. I HATE making graphs on the computer… but if you gave me some colored pens and a whiteboard I would be ALL over it!).
Consumers
A survey by the Aesthetic Cosmetic Surgery Education & Research Foundation (ASERF), 2009, found the typical patient “married, working mother between 41-55 years of age with a household income of under $100,000.” These women were also found to be “health-conscious,” exercising, and eating right. Nearly 7/10 of the responders regard Botox and dermal fillers as an important part of their aesthetic routine.
Smart, health-conscious women ahhhhh? That makes me happy.
Age Distribution
Number of Procedures Performed in 2009, according to the ASAPS:
| Injectables: |
18 and under |
19-34 |
35-50 |
51-64 |
65+ |
| Botulinum Toxin Type A |
12,000 |
371,501 |
1,256,608 |
734,751 |
182,098 |
| Calcium hydroxylapatite |
0 |
9,844 |
55,635 |
41,118 |
11,880 |
| Hyaluronic Acid |
3,919 |
168,629 |
604,262 |
420,069 |
116,159 |
I’m assuming any of these 18 and under year olds are using Botox for non-cosmetic use, or for correction of facial deformities. Or… they are on “Toddler’s and Tiara’s.”
Percentage totals of Number of Procedures Performed in 2009, according to the ASAPS:
| Injectables: |
18 and under |
19-34 |
35-50 |
51-64 |
65+ |
| Botulinum Toxin Type A |
0.5% |
14.5% |
41.1% |
36.2% |
7.7% |
| Calcium hydroxylapatite |
0% |
8.3% |
47.0% |
34.7% |
10.0% |
| Hyaluronic Acid |
0.3% |
12.8% |
46.0% |
32.0% |
8.8% |
Gender
In a recent survey by RealSelf.com, of the people who would get cosmetic work, the percentage of men is climbing. Ya, it’s true! Men are vain too! And not just gays! I was sitting in a bar eating by myself (yea… I was banished from my dinner party…) and I met a couple from New York. They were so much fun! The husband and the wife did botox… and they’ve been together for 12 years. And they still liked each other. And other people (like me) had a blast talking to them. …You know me and my tangents. Anyways. Good looking people are happy and stay married longer. I’m not sure if it’s true or not… I actually made that up. But men really are doing the “botox stuff”!
Would Get Cosmetic Work:
|
18-34 |
35-44 |
45-54 |
55+ |
|
| Men |
64% |
67% |
64% |
47% |
| Women |
82% |
82% |
80% |
71% |
From 2008-2009, minimally-invasive procedures increased 2% in the male market (ASPS, 5). And I assure you, it’s not just gay men doing this! I have a pretty large percentage (ok… I have a few) straight men doing this “Botox Stuff.”
Source ASPS, 2010 (8, 10)
Location:
The Northeast Region charges the highest amount in fees in the minimally invasive cosmetics procedures industries.
According to 2009 Regional Distribution Data by the American Society of Plastic Surgeons, New England holds 20% of the Botox market and 31% (the largest) of the soft-tissue filler market.
|
Percent of Total Procedures Performed by Region |
|||||
| Region 1 | Region 2 | Region 3 | Region 4 | Region 5 | |
| Botulinum Toxin |
20% |
14% | 23% | 15% | 28% |
| Calcium Hydroxylapatite | 35% | 16% | 20% | 15% | 15% |
| Hyaluronic acid | 31% | 12% | 18% | 8% | 31% |
Source: ASPS 2010 (15)
The Northeast Region has the highest percentage of filler procedures performed (we are Region 1). Midwest is the yellow region 2. Region 3 is light blue. Region 4 is greenish. Five is purple. Interestingly, the Noretheast and West Coast are comparable in the procedures performed. I wonder how much L.A. and New York skew that though. And Miami probably skews region 3. Just saying. Statistics are only as good as their interpretation.
Income level
Data collected by the ASPS in “Demographic Changes among Plastic Surgery Patients” demonstrates that income no longer plays a significant role in elective procedures (1). With the adjunct on patient financing options, the numbers continue to increase.
According to an Allergan Representative, the average income level for a Botox Cosmetic patient is $50,000 nationally.
Social Class
Middle to Upper Class due to income level.
Education
Education level has not shown to be a significant factor in market; however the consumer of the Northeastern market wants to be educated on products/procedures before undergoing them.
Ethnicity:
Source: ASPS 2009 Cosmetic and Reconstructive Demographics
|
Most Commonly Requested Minimally-Invasive Procedures for Ethnic Patients |
||
|
African-American |
Asian-American |
Hispanic |
|
Botulinum Toxin Type A |
Injectable fillers |
Injectable fillers |
|
Injectable fillers |
Botulinum Toxin Type A |
Botulinum Toxin Type A |
Source: ASPS 2010 (17)
Boston Market
And I’m not talking about chicken. Finding this information was pretty difficult, but I think I know my market pretty well. If you are under 35, you are probably not thinking about Botox or fillers… but honestly you should be. Remember, volume loss starts at 25. Being preventative is super important, and will cost less and look the most natural in the long run. At the very least, please use medical grade skin care!
If you’re over 35, it’s a good idea to start with the area that bothers you most. Have a long consult with your injector. Work out a schedule/plan with your provider, and make sure you talk about prices! That plan should ALWAYS start with good skin care!!!
I know your mom might disagree… but…
If Everybody’s Doing It, Shouldn’t You Be Too?
xoxo,
LK
Ahhhh… Big Ange is getting the “Botox Stuff.” LOVE IT! (Ok… well maybe she’s not the best ambassador of the Botox Nation. When do I get a t.v. show?)
