Seduction? It also passes through aesthetic medicine and surgery. Every year in Italy an average of 1 million people undergo aesthetic procedures

Seduction is increasingly linked to aesthetic medicine and cosmetic surgery. International trends reveal that one of the strongest growth areas for 2023 will be facial aesthetic treatments, especially those targeting the upper third of the face. A recent P&S Intelligence report shows that the global aesthetic medicine market is expected to reach 19.4 billion dollars by 2023, up from 8.6 billion in 2018, with an average annual growth rate of 12.2%.

Data from the US National Plastic Surgery Database show that botox procedures increased by 54% between 2019 and 2020, while dermal fillers rose by 75%. The UK currently leads the global market for facial fillers, with plastic surgeons reporting a 70% increase in consultations compared to 2020. In Italy, the AICPE Observatory reports an overall growth of +7.8% since 2018, with botulinum toxin treatments up by 15% and hyaluronic acid fillers by 21%.

In the United States, cosmetic surgery continues to grow: according to the American Society of Plastic Surgeons, nearly 18 million people have undergone invasive or non-invasive procedures in recent years—an increase of 25% compared to 2017. The most requested surgical interventions remain breast augmentation and liposuction.

Interestingly, men are also increasingly turning to aesthetic procedures: the Gengmei Report estimates that 15% of cosmetic surgery patients worldwide are male. In Thailand, for instance, clinics promote discounted nose and eyelid surgeries ahead of “Singles’ Day” (11 November).

And in Italy? Each year about 1 million people undergo aesthetic procedures: one third choose surgical interventions, while the remaining two thirds opt for minimally invasive aesthetic medicine treatments. According to Eurispes, 17 out of 100 Italian women have modified their appearance through cosmetic procedures, and 2 out of 100 have done so more than once.

Surprisingly, the highest percentage is among young women aged 18 to 24: over 21% have already undergone a cosmetic procedure, especially in Northern Italy. The motivations vary: 40.4% wish to improve their appearance, 28.7% seek to correct a flaw, 9.6% want to reduce signs of aging, and 21.3% undergo surgery due to injury or illness.

by Maria Serena Patriarca