“Generation Y” also called “Millennials”
Who is behind the so-called Generation Y?
“Millennials” is the term used to call the generation born between 1980 and 1996. True to it’s name, the “Y” is pronounced like “Why”: This generation questions a lot and sees their self and other images very self-critical, especially in the Instagram age. And we also recognize in Plastic and Aesthetic Surgery that these “Millennials” have a different approach to Botox, Fillers and Co.
For a long time Botulinum toxin – developed 20-30 years ago – was exclusively used to treat wrinkles. Patients wanted to have their forehead wrinkles, frown lines or crow’s feet removed. At the moment, we notice that our patients are getting younger and younger, wanting more gentle treatments, but then more often. Especially in the time of social media (Facebook, Instagram and Whats App), selfies are constantly being taken, sent and uploaded. According to data from the American Academy of Facial Plastic and Reconstructive Surgery, the number of Botox treatments in 22- to 37-year-old patients increased by 22 percent between 2013 and 2018.
-> “Millennials” want an improvement of the face, in terms of “preservation” and “preventing”.
Many young patients want to use cosmetic and plastic surgery, although no aging process is yet visible. This trend is increasingly evident in Asian countries and South America and is now coming to Europe. People in their 20’s want to carry out smaller, more discreet treatments to stop the aging process as soon as possible and to prevent wrinkles from even beginning to arise. A smooth and even complexion is especially important to you.
The so-called “selfie culture” calls for smooth and even skin, stronger contours, fuller lips, a tight neck and chin contour (Jawline contour, Texas Face), and highlighted cheekbones. Hyaluron, dermal fillers such as Radiesse® and high-focussed ultrasound are used. Ultherapy® is one of the best treatment options to achieve beautiful results with minimal risk and to sustainably tighten the tissue. Between 500-700 fine lines are ultrasonically treated from the neck over the face to stimulate collagen formation and to preserve the firmness of the tissue. The motto is: repair less, get more.
Botox-treatment is still the patients’ #1 choice- they know it can treat wrinkles with preventive care. The Millennials’ desire is to preserve their natural appearance, retain a residual facial expression, reduce wrinkles on the forehead and crow’s feet. You want a Botox treatment to prevent wrinkles and prophylactic “rejuvenation”. We like to use “Baby Botox”: This is Botox in a lower dose. Although this treatment lasts less long, it works very naturally as the movement is maintained. Since the total dose is lower, you have to repeat the treatment every 3-4 months. “Millennials” gladly accept this. Preferably less and more natural, but more often.