Embracing the Diversifying Aesthetics Market

In what dermatologist Mona Gohara, MD calls, “a really progressive, and thoughtful, and necessary, and impressive undertaking,” the recently released “The Future of Aesthetics” (news.allerganaesthetics.com/future-of-aesthetics) global trends report from Allergan Aesthetics, an AbbVie company, provides aesthetic physicians a worldwide view of the aesthetics market. The report highlights 10 key global trends, including an increased volume of younger patients, more patients from a diverse range of racial and ethnic backgrounds, and more male patients than ever before. Findings also show that degendered beauty is gaining prominence.

Growth of the North American medical aesthetics market is expected to accelerate to more than 10% annually through 2026, according to the report, which was commissioned by Allergan Aesthetics and independently developed by Wunderman Thompson Intelligence. The report predicts 23 million dermal fillers and 14.6 million body procedures by 2025.

“The fact that they’re looking at global trends is notable, because the reality of the situation is our patients come from all over the world,” Dr. Gohara says. She is chair of the ASDS Diversity, Equity and Inclusion (DEI) Work Group and has been active in DEI initiatives. “As the aesthetics market continues to evolve, to embrace a more diverse set of people, it’s really essential that we, as practitioners, are aware of these social and cultural drivers that are shaping the industry so that we can understand how to better connect, treat, and care for our patients,” she says.

Ahead, Dr. Gohara reflects on the report findings and shares strategies for expanding inclusivity and fostering a welcome aesthetics practice for all patients.

Focus on the Individual

“One of the basic things that a lot of practices have started doing is asking patients how they identify gender wise on the intake form. Doing things like that—that are really simple, easy to do—make a big impact.

The conversation that you have in the exam room with the patient is very important. Post-COVID we don’t leave out a lot of brochures and tangibles for obvious reasons. But when a patient comes in for an aesthetic evaluation, the language that you use with them is critical. Initially acknowledging that everybody has individual needs, wants, expectations, and goals is key. And I think if you just say that and help the patient to understand that you’re here to identify them as an individual, that’s significant.”

Understand Patient Needs

“If a patient is non-binary or if a patient has brown or black skin, they’re going to feel much more comfortable gravitating toward a company or a doctor who is well versed in the fact that this is nuanced—that we are not the same.

I think that it is important for people to identify their comfort levels and their boundaries. That’s beneficial for both physician and patient. Nobody should be doing anything that they do not feel they are completely proficient in. That’s just beneficial to everybody involved.”

Commit to Cultivate Competence

“My biggest piece of advice is, ‘Do not be overwhelmed.’ Take small steps. The ASDS has done a great job over the past couple of years integrating lectures and webinars on identifying ways to diversify your practice as it pertains to aesthetic procedures. So the first thing I would say is just, in the privacy of your own home, click on one of those webinars. Or attend a lecture that’s virtual. Take it one step at a time. There’s no reason to think that anybody needs to be proficient tomorrow morning.

I think the more important thing is to make a commitment to become proficient, or a commitment to become educated on this. Everybody will be on their journey at different paces, and that is completely understandable, and respectable. But the commitment can happen immediately.”

Help Patients Make Skin Health a Priority

“As we’re emerging from the pandemic, there is an element of carpe diem. People recognize that the world can change in one instant. They are not going to put off something that can happen now. It’s not just in terms of aesthetics; it includes basic skin health. There are people who never came in for skin checks that are coming in for skin checks. There are people who have had acne who are now coming in to treat their acne.

I think people are coming to this realization that we have one life to live. They’re going to live it, and take care of themselves, and make their health, wellness, and appearance a priority. That’s certainly something I think all health care providers are seeing and can respond to positively.”