“GENERATION Y” OR ALSO CALLED “MILLENNIALS
Who is behind the so-called Generation Y?
Millennials is the name given to the generation born between 1980 and 1996. The name says it all, the “Y” is pronounced like “Why”: this generation questions a lot and sees its self-image and the image of others very self-critically, especially in this Instagram era. And we also recognize in plastic and aesthetic surgery that these “millennials” have a different approach to Botox, fillers and the like.
For a long time, 20-30 years ago when it was developed, botulinum toxin was a product that exclusively treated wrinkles, i.e., repaired something more. Patients wanted to have their forehead wrinkles, frown lines or crow’s feet removed. Currently, we notice in our patients that they are getting younger, want gentler treatments, but then use them more often. Especially in the era of social media (Facebook, Instagram and Whats App), selfies are constantly being produced, sent and uploaded. According to data from the “American Academy of Facial Plastic and Reconstructive Surgery,” the number of Botox treatments for 22- to 37-year-old patients increased by 22 percent from 2013 to 2018.
-> “Millennials” want facial enhancement, in the sense of “getting it” and “preventing it.”
Many young female patients want to seek aesthetic and plastic surgery even though no aging process is yet visible. This trend can be observed more and more in Asian countries and South America and is now also coming to us in Europe. The “twenty-somethings” want smaller, more discreet treatments to stop the aging process as early as possible and prevent wrinkles from appearing in the first place. An even and smooth skin appearance is particularly important to them.
The so-called “selfie culture” demands even & smooth skin, stronger contours, fuller lips, a tight neck-chin contour (Jawline contour, Texas Face), and highlighted cheekbones. Hyaluronic acid, dermal fillers such as Radiesse®, and highly focused ultrasound are used. Ultherapy® is one of the best treatment options to achieve beautiful results with minimal risk and to tighten the tissue permanently. Between 500-700 fine lines from the neck across the face are treated with ultrasound to stimulate collagen formation and maintain tissue firmness. The motto is: repair less, preserve more.
Botox treatment is still the #1 treatment for patients – they know it can treat wrinkles preventatively. The desire of “millennials” is to maintain their natural look, keep a residual facial expression, reduce wrinkling of the forehead and crow’s feet. They want Botox treatment to prevent wrinkling and for prophylactic “rejuvenation”. We like to use “Baby Botox” (LINK blog post) for this purpose: this is Botox at a lower dose. This treatment lasts less long, but has a very natural effect, because the movement is preserved. Since the total dose is lower , you have to repeat the treatment every 3-4 months. However, “millennials” are happy to accept this. They prefer less and more natural, but more often.