The data shows that in recent years, the popularity of middle-aged and elderly medical beauty has been rising, "love beauty" and "becoming younger" are no longer the patents of young people, and the medical beauty expenditure of silver-haired people has increased year by year, or it will become a potential consumption force in the future medical beauty industry. Wrinkle reduction and slimming, hyaluronic acid, tightening and anti-aging, whitening and rejuvenation, etc., have become favored projects for middle-aged and elderly people.
Follow the trend and try light medical beauty, spending money has not yet worked
Wang Xuelan (pseudonym) is 50 years old this year, and a few years ago she began to be "anxious about appearance" and wanted to be a few years younger through medical beauty. At the beginning of last year, she was planted by "Thermaki", "there is publicity everywhere on the Internet, the little girls in the office are also chatting, and it is said that the skin tightening effect is particularly good." So, she ran to the beauty salon to ask for a Thermaki, and at first the beauty consultant suggested that she do a line carving, but seeing that she hesitated, she enthusiastically recommended the fifth generation of Thermaki and suggested that she do it a few more times. Last year, Wang Xuelan did two Thermakis, including on the face, neck and eyes, costing about 70,000 yuan, but with little effect.
In recent years, medical beauty is no longer the patent of young and middle-aged people, and more and more middle-aged and elderly people aged 45 or even over 50 years old have begun to pay attention to "appearance" and are eager to regain their youth. With the prosperity of the medical aesthetic economy, various "net red" medical beauty projects on the market have also emerged, such as Thermage, Water Light Needle, Eurostar, Super Picosecond, Hyaluronic Acid, Buried Thread, etc., which are dazzling. The Beijing News shell financial reporter learned in the investigation interview that many middle-aged and elderly people in China do not actually understand these medical beauty projects, mostly brushing vibrato or seeing on the Internet, or listening to the introduction of young people around them. In addition, most of the middle-aged and elderly people who are new to medical aesthetics are afraid of surgery, so they are more willing to try these light medical aesthetic projects that promote "no trauma and no risk". According to survey data, people over the age of 50 prefer anti-aging and whitening light medical beauty projects, such as wrinkle reduction and slimming, hyaluronic acid, tightening and anti-aging, whitening and rejuvenation.
Photo/ Beijing News reporter Yu Fengjun cartographed
Xue Hongyu, chief physician of the Department of Plastic Surgery of peking university third hospital, said that in response to Wang Xuelan's situation, only thermaki is currently done, and the skin improvement effect is minimal. "Middle-aged and elderly people aged 45 or over 50 want to get rid of wrinkles, and if they don't undergo surgery, it makes little sense to simply use photoelectric or injection medical beauty." It is understood that the current medical beauty projects are mainly divided into three categories of optoelectronics, injection and surgery, of which projects such as photon rejuvenation, thermogi, Eurostar, ultrasonic knife and other projects belong to the optoelectronic medical beauty, while hyaluronic acid, botulinum toxin, hi body belongs to the injection of medical beauty, its advantage is that the recovery period is short, high safety, there will be no wounds, so it is very popular in the medical beauty market, but due to the variety of types, different effects, so that many middle-aged and elderly people are confused about the concept and fall into the consumption trap.
Taking Thermage as an example, its role is to tighten the skin, has a certain lifting effect, and can improve the sagging condition of some skin. However, skin aging is multi-dimensional, for the aging of the skin of the elderly, Thermage can be described as a "cup of water", it is impossible to play a significant effect of surgery. "It looked good after just playing, and it was back to its original state in less than half a day." Wang Xuelan and the Beijing News shell financial reporter "complained", the beauty doctor told her that the next need to wait for collagen to grow, about half a year the effect is the most ideal, "but I did not find any changes, did it again, and now after half a year, wrinkles are still the same." ”
"Photoelectric medical aesthetic projects such as Themaji are fine-tuned, mainly for young people or middle-aged people around 40 years old." In Xue Hongyu's view, just like many elderly people like to eat health care products, they may often go to beauty salons, and it is easy to be moved by beauty consultants. In addition, some elderly people do not want to bear the "pain" of surgery, but also care more about safety, and beauty institutions also push the boat, recommending some light medical beauty projects to them, "but in the end, it is often found that the effect is not obvious, and the money is spent in vain." ”
Many middle-aged and elderly people also favor injection projects, believing that playing hyaluronic acid and botulinum toxin, "even if it is not done well, it is not bad, at least there is no risk." However, Lin Li (pseudonym), a veteran of the medical aesthetic industry, admitted that "micro-plastic surgery" is not equal to "micro-risk", and the risk is everywhere, especially hyaluronic acid, which is blind injection, and the area around the eyes and nose is more dangerous, and a little carelessness will cause vascular embolism, resulting in local skin necrosis and even blindness. "Don't underestimate such a small project as playing hyaluronic acid," she reminded, "you must not go to an unqualified beauty salon for injection, you must find a regular medical beauty institution and a qualified and experienced doctor to inject, in order to ensure safety." ”
Xue Hongyu explained that facial skin aging is mainly due to skin laxity and abnormal fat distribution. Therefore, if the middle-aged and elderly want to achieve the ideal effect of wrinkle removal and anti-aging through medical beauty, they cannot "avoid" surgery, "need to use comprehensive means such as skinlift, skin cutting, fat removal and fat grafting." As for daily care, he suggested that it can be combined with regular hyaluronic acid, botulinum toxin or water light injections, but remember not to be sold, play too frequently, and need to confirm the interval between injections according to the characteristics of different types of drugs, such as water light needles can be injected once a month, while botulinum toxin should be injected at least 3 or 4 months apart.
"Headache heals head, foot hurt heals foot", figure cheap beware of falling into the trap
The Beijing News shell financial reporter learned in the investigation interview that there is also a part of the elderly medical beauty consumers who belong to the "ignorant and fearless" impulse consumption, they are too credulous in medical beauty sales, easy to be attracted by low prices, go to some unqualified beauty salons or studios to do medical beauty projects, the risk is quite large, and it is easy to fall into the consumption trap.
A 57-year-old Beijing consumer, Ms. Sun, told reporters that when she was visiting the mall a few years ago, she was pulled to do beauty for free, and as a result, she was lobbied to cut her double eyelids on the spot, leaving obvious scars after the operation, "Probably spent three or four thousand yuan, went back to them, and the storefront was withdrawn." Lin Li said that the skin condition of middle-aged and elderly people is more complicated, and they should be more cautious when choosing medical aesthetic institutions and doctors. For example, the same double eyelid cutting, young people may only need half an hour, recovery is also fast; and a fifty or sixty-year-old middle-aged and elderly people with loose eye skin need to be treated by cutting eyebrows, liposuction, peeling and other comprehensive methods, the operation time is at least one hour, the recovery period is naturally longer, and the requirements for anesthesia, surgical equipment and technology are also higher.
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Xue Hongyu reminded that there is also a misunderstanding in the medical beauty of middle-aged and elderly people, that is, "headache medicine head, foot pain medicine foot". For example, some middle-aged and elderly people want to remove forehead wrinkles, and the beauty salon injects him with botulinum toxin, and as a result, his eyes cannot be opened. "In fact, many middle-aged and elderly people have loose upper eye skin, obscuring the line of sight, and have to rely on raising their eyebrows to compensate for the lack of vision caused by loose skin." However, after they injected botulinum toxin, the forehead wrinkles were gone, the eyebrows could not be raised, and it was inconvenient to see things. "Xue Hongyu stressed that professional doctors will fully consider internal factors according to the specific situation, and then treat the symptoms." Middle-aged and elderly people to do medical beauty, must find qualified medical beauty institutions and professional doctors, through face-to-face consultation with the main surgeon, detailed communication, to develop the overall design of anti-aging program. He reminded that some beauty institutions only have beauty consultants to dock with consumers in the early stage, exaggerating the effect of surgery and avoiding postoperative risks, "These verbal promises themselves are traps to mislead consumers." ”
Miao Huimin, a lawyer at Beijing Yihe Law Firm, said that with the generalization of the age of medical aesthetic consumers, disputes including litigation in the medical aesthetic industry have also increased in recent years, mainly including the large gap between the surgical effect and the promise, or the effect is not up to expectations; the operation fails, resulting in scarring, asymmetry, skin necrosis and other phenomena; unauthorized replacement of low-cost materials, failure to provide services as agreed; "unlicensed" operation, excessive marketing, false promises, fraud; postoperative complications and running away after saving money.
Lin Li said that the medical beauty industry has high profits and deep water, and if consumers only try to be cheap, it is easy to encounter problems such as shoddy charging and reducing the amount of medicine. For example, the cost of imported hyaluronic acid is about three or four thousand, plus the doctor's service fee, consumers injecting a well-known brand of imported hyaluronic acid will cost about eight or nine thousand or even tens of thousands of yuan, and the price of domestic hyaluronic acid will be relatively cheap. However, if the imported hyaluronic acid quotation of a beauty institution is only about a thousand yuan, there may be cat greasy, or reduce the amount of medicine, a needle to inject two or three people, or shoddy, or find a non-professional doctor to inject, no matter which is risky. She reminded that water light needles, photon rejuvenation, hyaluronic acid, botulinum toxin injections, etc., all need to go to medical institutions or hospitals, and cannot be carried out in ordinary beauty salons.
In the future, the potential army of medical aesthetic consumption will experience careful plastic surgery for the first time
According to the "2021 Medical Aesthetic Industry White Paper" released by the New Oxygen Data Yan Institute, the scale of China's medical aesthetic market will reach 184.6 billion yuan in 2021, with a growth rate of more than 20%. The survey results show that more than 80% of the public population has a high acceptance of medical beauty, and it is expected that by 2022, the scale of domestic medical aesthetic consumption users will exceed 20 million.
The age of domestic medical beauty users is gradually generalizing, on the one hand, it tends to be younger, on the other hand, the middle-aged and elderly people over the age of 45 will become the potential consumption force of medical beauty. Lin Li analyzed that as the post-70s gradually entered the age of 45 and 50, their family income is relatively stable, more concerned about themselves, "wrinkles and anti-aging, retain youth time, take photos and send circles of friends, let themselves look younger, become their urgent needs." According to Tmall Pharmaceutical data in 2019, the number of middle-aged and elderly people undergoing medical aesthetic surgery increased by nearly 2 times during the eleventh period; the "2019 China Double Eyelid Consumption Report" shows that the proportion of 46-50-year-old users increased by more than 100% year-on-year. Lin Li said that in the mature development of the medical aesthetic industry in Europe and the United States, the elderly are the main consumer group of beauty surgery, accounting for up to 30%, the current domestic medical aesthetic consumers over 40 years old less than 2%, "With the improvement of the quality of life and the change of consumption concept, I believe that in the next 5 to 10 years, the middle-aged and elderly group will become the largest increase in the medical aesthetic industry." ”
At present, the middle-aged and elderly groups of medical beauty consumption mainly include three types of people, the first type is to hope that they can slow down aging and restore the appearance of their youth after the age of 45, most of them are in contact with medical beauty projects for the first time; the second type is to try various medical aesthetics from the age of twenty or thirty, and after entering the middle and old age, they need to further remove wrinkles and anti-aging; the third type is to receive medical aesthetic surgery when they are young, the effect is not ideal, and they need to be repaired again. Xue Hongyu said that the second and third types of middle-aged and elderly people usually have a better understanding of medical beauty, the surgical goals are clear, the communication is easier, and the details are higher. However, for the first type of middle-aged and elderly people who are exposed to medical beauty for the first time, they need to pay more attention to their physiological and psychological states, step by step, and cannot be achieved overnight, so that they become "unrecognizable".
Affected by age, middle-aged and elderly people, whether physiological or psychological, have their own particularities, so safety is the primary problem of medical beauty for middle-aged and elderly people. Xue Hongyu reminded that if you have heart disease or high blood pressure, you should consult an internist before medical treatment to confirm whether you can withstand related surgery. From a psychological point of view, middle-aged and elderly people hope to return to their youthful state, in addition to aesthetic appeals, they must also consider their social roles. "Through surgery, you can be 10 years younger or even 20 years younger, although objectively speaking, you have become beautiful and younger, but relatives and friends may not be used to it, and even think that you have become strange, which will bring psychological pressure to the middle-aged and elderly." Xue Hongyu reminded that the middle-aged and elderly people who are in contact with medical beauty for the first time should be appropriately conservative in nature, starting from a small place to see if they are suitable for medical beauty. He believes that in the future, the medical aesthetic programs, products and diagnosis and treatment for the middle-aged and elderly will be more comprehensive and perfect, "but young people must avoid excessive medical beauty, otherwise when you enter the middle-aged and elderly, you will face problems of drug resistance or excessive fat saturation." ”
According to the survey, the current penetration rate of domestic medical aesthetic services is still very low, on the one hand, the demand for formal medical aesthetics has increased, on the other hand, the supply of medical aesthetic talents is in short supply. According to the data of the "2021 Medical Aesthetic Industry White Paper", the number of domestic medical aesthetic industry standards requiring physicians in 2020 is 100,000, and the actual number of practitioners in the industry is only 38,343, and there are still scarcity of quality institutions and high degree of market dispersion in medical aesthetic institutions. However, middle-aged and elderly medical beauty consumers are more likely to trust network propaganda, difficult to distinguish between true and false, and fall into the trap of medical beauty consumption due to insufficient information channels and limited learning ability. Lin Li pointed out that in recent years, with the introduction of various policies and laws and regulations, the crackdown on industry chaos has helped middle-aged and elderly people to select qualified medical aesthetic institutions and doctors. She suggested that middle-aged and elderly people can go to the website of the National Health and Health Commission to inquire about the qualifications of medical aesthetic institutions and doctors, "The qualifications of medical aesthetic institutions include levels, the validity period of practice licenses, especially pay attention to the diagnosis and treatment subjects, showing the scope of medical aesthetics that can be done; doctors can inquire about the doctor's practice registration information, including the main practice institutions, the scope of practice, the major of the aesthetic attending physician, etc., in addition to the multi-agency filing information, that is, the doctor's multi-point medical practice filing institution." ”
◇Case study
Mistakenly entered a small workshop, leaving scars that have not disappeared for more than ten years
"I still have scars, and I think I was so impulsive in retrospect." Li Yinglan (pseudonym), 57, regrets the double eyelid thread surgery she had more than a decade ago. She was originally double-eyelid, especially energetic when she was young, and her eyelids drooped in her forties, which made her anxious. So she followed her friend to do the double eyelid thread that was popular at that time, "It was a small shop with beauty and haircuts, separating the beauty and hairdressing areas with curtains." A female doctor in the store told her that it was currently the most suitable for burying threads, and the effect would not be good a few years later. On impulse, Li Yinglan immediately paid the money and lay on the massage table to undergo double eyelid thread surgery. "The whole process was about an hour, and the anesthesia was applied but it was still very painful, and the cost of the operation was about a thousand yuan." Two weeks after the operation, the eyes swelled badly, and the "female doctor" told Li Yinglan that this was a normal phenomenon. It wasn't until a year later, when the eyes became large and small, that she realized that the operation had failed, "I once went to the beauty salon to theorize, and found that people had already gone to the empty building." ”
Xue Hongyu: The eye aesthetics of middle-aged and elderly people are not only the problem of eyelid laxity, which cannot be solved by cutting double eyelids, but also consider many factors such as the size of the eye split, the shape of the eyebrows, and the spacing between the eyebrows.
Miao Huimin: Before carrying out medical aesthetic projects, do not blindly listen to the marketing words of salespeople, sign a written service agreement and risk notice with the institution, the two parties should agree on the service content provided, the materials used, the medication, the effects achieved, the risks that exist, and the liability for breach of contract, consumers should fully understand the content and risks of medical aesthetic services, and be clear about each content and accept the risks before signing the agreement, to avoid overlord clauses, standard terms, especially "the occurrence of sequelae, untruth and other symptoms are not responsible"" The final interpretation right belongs to the store", etc. After signing the agreement and paying the fee, the agreement, the notice and the payment bill should be properly kept, and the oral commitment can also be recorded at the time of consultation in case of unexpected needs.
The failure of line carving turns 10 years younger into a "daydream"
"A single line sculpting surgery can solve the problem of sagging facial skin, the corners of the eyes are lifted, the cheeks are tightened, the jaw skin is tightened... Being 10 years younger is not a dream. Such publicity made 54-year-old Gao Chunxiang (pseudonym) very moved. She was pulled into a medical beauty WeChat group by a friend. "There are more than thirty people in the group, almost all of them are my age, the group leader is a doctor in a public plastic surgery hospital, and occasionally he will answer some medical aesthetic questions in the group, and he will also give friendship prices when he does projects." Gao Chunxiang recalled that the doctor had held an offline exchange meeting to give the group of friends a face consultation, he recommended me to do face line carving, saying that the wrinkles on the face can not only disappear, the skin will also be lifted up, the filled protein line can also be naturally absorbed, safe and effective, the original 30,000 yuan of surgery fee dropped to about 20,000 yuan. However, a few days after the thread sculpting surgery, she had a "bad face", "a thread buried on the left side of my face was broken, and I could feel the thread wandering under my skin." A few months after the swelling subsided, two more deep pits appeared on the right cheek.
Xue Hongyu: Although line carving is a minimally invasive operation, it does not last long, and complications such as infection, rejection, thread exposure, and local depression may occur. Therefore, we must be cautious about line carving surgery, and when receiving medical beauty services, we must choose a formal and qualified medical beauty institution.
Miao Huimin: If there is a problem after the operation, it is recommended that consumers retain evidence and protect their rights through complaints, reports or litigation as soon as possible, unqualified institutions and doctors, or excessive publicity, etc. There are illegal acts, and the competent authorities must also impose administrative penalties in addition to mediation compensation.
In addition, doctors in public hospitals have a "multi-point medical practice" filing agency, if it is a private group to carry out medical aesthetic projects, it is illegal to practice medicine, will be subject to administrative punishment, seriously constituting a criminal offense.
Beijing News shell financial reporter Qu Xiaoyi Yu Meng'er
Edited by Qu Xiaoyi, Ji Zhe, Li Zheng, proofread by Yang Xuli