Cosmetic surgery: a growing global trend, especially among the Silver Generation

Cosmetic surgery is experiencing a remarkable rise: the trend of turning to aesthetic surgeons for face and body enhancements is growing worldwide.

A new and promising market segment in the international landscape is represented by the so-called Silver Generation—people over 60 who have high spending power, more free time, and a desire to invest in wellbeing and physical appearance, particularly to combat signs of aging. For this demographic, the dream of staying “antiage” has become the new Eldorado.

In the United States, cosmetic procedures are increasingly popular. According to the American Society of Plastic Surgeons, nearly 18 million people (over 17.7 million) have undergone invasive or non-invasive treatments in recent years—a 25% increase compared to 2017. The most requested procedures include breast augmentation and liposuction (+4% and +5% respectively, compared to 2017). Facial procedures, on the other hand, show a slight decline.

And what about Italy? Italy ranks among the top 10 countries globally for cosmetic treatments and surgical procedures. According to EURISPES, 17 out of 100 Italian women have modified their bodies through cosmetic surgery; 2 out of 100 have done so more than once. The highest demand comes from young women aged 18 to 24, with more than one in five (21.4%) requesting a cosmetic enhancement. Almost half of women who underwent surgery did so before the age of 25, and the higher their level of education, the earlier they opted for a procedure. Northern Italy leads with the highest numbers (North-East 26.7% and North-West 19.5%).

Women in Southern Italy remain more attached to their natural appearance, with 95.2% avoiding surgical enhancements. What motivates women to undergo cosmetic procedures? Among female patients, 70% reported dissatisfaction with their natural appearance: 40.4% wanted to “improve their looks,” 28.7% aimed to “correct a flaw,” 9.6% wanted to “reduce signs of aging,” while 21.3% turned to surgery following an accident or illness.

According to the same EURISPES survey, 1 in 4 Italian women spends more on beauty than on any other personal expense, investing in self-care such as facials, massages, hair treatments, and make-up. Freelance workers report the lowest spending capacity: only 16% invest in beauty services, compared to 35.3% with fixed-term contracts and 34.3% with atypical employment contracts.

Women over 65—the Silver Generation—represent an increasingly relevant target: they want to rejuvenate their appearance and are willing to invest in cosmetic and medical aesthetic procedures provided by highly qualified professionals. This fits within a broader 360-degree wellbeing trend that includes healthy eating, regular physical exercise (at the gym or guided by personal trainers), and lifestyle-enhancing activities such as cultural events, social engagement, reading, and travel.

by Maria Serena Patriarca