First Canadian Report of its Kind Reveals New Research on Women's Attitudes Towards Aging and the Growing Acceptance of Medical Aesthetic Treatments

Canadian women and physicians from across the country are bringing what was once considered taboo into the open

TORONTO, May 14, 2012 /CNW/ - The FACE Report, the only report of its kind focused on Canadian women's attitudes about aging and cosmetic enhancement use, reveals new research showing that acceptance of medical aesthetic treatments is growing.  According to a new survey of more than 800 women across Canada, 57% of everyday, real-looking women are getting injectable treatments¹ and 81% believe that these treatments are more mainstream than ever before.²  In fact, 34% of women consider cosmetic injectable treatments to be every day procedures, just like teeth whitening and hair colouring.³   The FACE Report, which includes perspectives from leading medical aesthetic physicians across the country, uncovers a range of emerging themes and trends facing women today.

"Everyday women from teachers and executives, to stay at home moms are embracing medical aesthetic treatments as mainstream beauty procedures; outdated stereotypes are becoming a thing of the past," says Dr. John Arlette MD, FRCPC of the Total Skincare Centre in Calgary. "It's simple: Women are seeking these treatments because the results look more natural than ever before.  After receiving treatment women look like a more refreshed version of themselves, and they feel better, too."

The Psychology of Beauty
According to several studies, the signs of aging, like wrinkles, can actually have a negative impact on women's perceptions of themselves which can lead to low self-esteem.⁴ Research shows that feeling confident about the way we look as we age can have a positive effect on other aspects of life. So, when a woman makes a positive change in her life to address an issue that is bothering her, like wrinkles or sagging, it can lead to higher self-esteem and more positive outcomes overall.⁴

The fact that looking good can make women feel good would explain why patients are flocking to doctors' offices. According to recently released statistics from the American Society of Plastic Surgeons, medical aesthetic non-invasive procedures are on the rise with nearly 12.2 million procedures performed in 2011 in North America alone.⁵

Canada's Beauty Age Gap
The FACE Report reveals that many Canadian women are suffering from a Beauty Age Gap. The Report found that 66% of women say that they would feel better if they could only look a few years younger.⁶  When asked how many years younger women would want to look, on average women reported wanting to look eight years younger to better reflect how they feel on the inside.⁷

"Women are embracing the maturity and wisdom that come with age, but not the unwanted wrinkles and sagging," comments Dr. Nowell Solish, M.D., FRCPC of the Cosmetic Dermatology Clinic in Toronto. "Facial wrinkles and sagging are unwanted signs of aging and can be mistakenly perceived to signify sentiments of stress, frustration, disapproval, or anger, even if women aren't feeling those things."

Because facial wrinkles can have a negative impact on my patients' perception of themselves and also on other people's impressions of them, patients seek treatments that will give them a more youthful appearance."

When Canadian women were asked to share which signs of aging bother them most, the top reported results were: wrinkles at 57% - especially around the eyes⁸; sagging at 34% - especially a sagging neck⁹; and uneven skin tone at 30%.¹

Let's Face it: Knowledge is a Thing of Beauty
With the popularity of medical aesthetic enhancements surging and more choice than ever before, women need to do their homework and understand the options and their differences, prior to receiving any treatment.

The FACE Report reveals that 66% of women are unaware that cosmetic injectables do not all work the same way.¹¹   "Making a decision on what injectable treatment to get is not the same as picking an anti-aging cream or a new lipstick," says Dr. Arlette. "Knowledge is power: women should consider efficacy, safety, and patient satisfaction before choosing any injectable treatment."

Medical aesthetic injectable treatments vary in what they are made of, how they work, where they are used, and how much experience a doctor has with a certain product. Before getting any aesthetic injectable treatment, Canadian women should ask about a physician's credentials, the product's potential risks and benefits, and always remember to get the treatment in a medical setting under the supervision of a trained medical aesthetic physician.

A Look Into the Cosmetic Enhancement Crystal Ball
Leading cosmetic physicians from across the country and contributors to the FACE Report agree that we likely will see the use of a lot more volumizing hyaluronic acid facial fillers to treat sagging skin and the combination of treatment options for an overall refreshed look. Eye rejuvenation is also becoming a trending topic - from lash enhancement to drooping eyelids and crow's feet treatment.

About The FACE Report
The FACE Report complements the work of the FACE Institute™, a group of Canada's leading aesthetic physicians, which encourages patient education and ensures high standards among physicians performing cosmetic enhancement procedures in Canada. FACEInstitute.ca, the group's online resource, helps Canadian women better understand their aesthetic enhancement options, and allows women to search for a qualified, licensed aesthetic physician in their local area.

Ana Veiga
Environics Communications
[email protected]
416-969-2755

References:
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¹ Leger Marketing: Conducted online from January 9th to 16th, 2012 using online panel LegerWeb, with a sample ofeight20 Canadian women ages 30 to 60 with a margin of error of +/- 3.4%, 19 times out of 20; page 212
² Leger Marketing: Conducted online from January 9th to 16th, 2012 using online panel LegerWeb, with a sample of 820 Canadian women ages 30 to 60 with a margin of error of +/- 3.4%, 19 times out of 20; page 219
³ Leger Marketing: Conducted online from January 9th to 16th, 2012 using online panel LegerWeb, with a sample of 820 Canadian women ages 30 to 60 with a margin of error of +/- 3.4%, 19 times out of 20; page 219
⁴ Finn Et AL, Social Implications of Hyperfunctional Facial Lines, Dermatologic Surgery 29:S:5:450-455, 2003 page 1 & 6
⁵ American Society of Plastic Surgeons (ASPS): 2011 Plastic Surgery Statistics Report
⁶ Leger Marketing: Conducted online from January 9th to 16th, 2012 using online panel LegerWeb, with a sample of 820 Canadian women ages 30 to 60 with a margin of error of +/- 3.4%, 19 times out of 20; page 105
⁷ Leger Marketing: Conducted online from January 9th to 16th, 2012 using online panel LegerWeb, with a sample of 820 Canadian women ages 30 to 60 with a margin of error of +/- 3.4%, 19 times out of 20; page 101
⁸ Leger Marketing: Conducted online from January 9th to 16th, 2012 using online panel LegerWeb, with a sample of 820 Canadian women ages 30 to 60 with a margin of error of +/- 3.4%, 19 times out of 20; page 63
⁹ Leger Marketing: Conducted online from January 9th to 16th, 2012 using online panel LegerWeb, with a sample of 820 Canadian women ages 30 to 60 with a margin of error of +/- 3.4%, 19 times out of 20; page 63
¹ Leger Marketing: Conducted online from January 9th to 16th, 2012 using online panel LegerWeb, with a sample of 820 Canadian women ages 30 to 60 with a margin of error of +/- 3.4%, 19 times out of 20; page 64
¹¹ Leger Marketing: Conducted online from January 9th to 16th, 2012 using online panel LegerWeb, with a sample of 820 Canadian women ages 30 to 60 with a margin of error of +/- 3.4%, 19 times out of 20; page 381

Ana Veiga
Environics Communications
[email protected]
416-969-2755