di Maria Serena Patriarca

It’s time for cosmetic surgery: the trend of relying on the cosmetic surgeon for face and body is growing worldwide .

A new and promising market space in the international scenario is given by the so-called Silver Generation , the over 60s who have spending power, more free time available, and the desire to invest in wellbeing and in their physical appearance, especially to combat the signs of aging. This is why in this case the “ antiage ” dream is the new Eldorado.

In the US, surgical retouching is increasingly used: this is revealed by data from the American Society of Plastic Surgeons, according to which almost 18 million people (over 17.7 million) in recent years have undergone invasive and non-invasive procedures. A figure equal to 25% more than in 2017. The most requested interventions are breast augmentation, liposuction (+4 and + 5% respectively, on 2017). Facial procedures, on the other hand, decreased slightly.

And what do the data say for Italy? Italy is among the top 10 countries in the world for Aesthetic Surgery treatments and interventions. According to a EURISPES research on cosmetic surgery, 17 out of 100 Italian women have modified their body using a scalpel; of these, 2 out of 100 have done so more than once. And it is above all the very young girls between 18 and 24 who give in to the “retouch”: more than one in five girls (21.4%). It is the younger ones who ask for interventions to change what does not satisfy them. Almost half of the women who underwent surgery did so before the age of 25 and the higher the educational qualification, the earlier they underwent the surgery. It is above all the Italians from the North (North-East 26.7% and North-West 19.5%) who do so (EURISPES data – Scalpels and Beauty).

Southern women remain – in 95.2% – of the cases most faithful to their natural appearance. But what are the deep reasons that lead to turn to cosmetic surgery? In the female target 7 out of 10 women came to the surgeon because they were dissatisfied with their natural image: in particular, 40.4% explained that they wanted to “improve their appearance”, 28.7% felt the need to “correct a defect”. Just under 1 in 10 (9.6) confessed to having wanted to “reduce the signs of aging” and 21.3% instead underwent surgery following an accident or illness.

In this context – again according to EURISPES statistics for Italy – 1 in 4 women spent more on beauty than anything else, investing in self-care, including beauticians (massages, facials), hairdressers, perfumery. On the other hand, women who work with a VAT number spend less and have to face greater economic difficulties: only 16% in fact allowed themselves this type of investment, compared to 35.3% of those with a fixed-term contract and 34 , 3% of women who have an atypical employment contract.

The women over 65 of the Silver Generation , also in this case, are an important target, because they are eager to rejuvenate and willing to invest in their own beauty, relying on the best professionals in the field of surgery and aesthetic medicine. This is part of the broader trend of the search for well-being at 360 degrees, which includes proper nutrition and a healthy lifestyle, the right daily or weekly training (mostly in the gym, or followed by a personal trainer) and the attention to everything that makes lifestyle more enjoyable (cultural and social activities, reading, events, travel).