While neuromodulator injections have been widely used by older generations to achieve a more youthful appearance by treating fine lines and wrinkles, their popularity has been steadily growing in the millennial generation. According to the American Academy of Facial Plastic and Reconstructive Surgery, botulinum toxin injections have increased by 22% among millennials in the past five years; members of this organization have attributed this in part to the prejuvenation trend.2 Allergan, the maker of Botox® Cosmetic, has targeted millennials in its latest advertising campaign; this campaign seeks to emphasize the ability of Botox to produce natural and subtle results in this demographic, promising consumers to “look like you with fewer lines.”35
Dermal fillers comprise the second most popular minimally invasive procedure in facial aesthetics in the millennial population. 3 Within the dermal fillers category, hyaluronic acid fillers remain the most popular, followed by calcium hydroxylapatite (e.g. Radiesse), and facial fat-fillers.3 Per the ASAPS’s 2018 Procedure Report, hyaluronic acid injections are up 58% since 2014.31 Of all injectable procedures performed in 2018, 30% consisted of hyaluronic acid injections.29 Given their lasting effects and lower potential to induce allergic reactions relative to other classes of fillers,36,37 hyaluronic acid fillers have become the preferred filler by cosmetic providers.
Dermal fillers have been utilized to improve volume distribution and ultimately achieve balanced facial contouring.34 Similar to neuromodulator injections, the subtle, yet notable results coupled with little to no down-time has made this procedure popular in millennials. The Global Aesthetics Consensus Group has devised consensus recommendations, advocating for an integrative approach to injectables by endorsing combination treatment of neuromodulators and hyaluronic acid fillers.30 Allergan has also tailored advertisement of Juvéderm, the company’s family of hyaluronic acid fillers, to millennial women in the advertisement montage titled “Juvéderm It”; in this montage, a diverse group of women pose as a backdrop to bolded pink messages directed at younger consumers: “Live it, work it, pose it, boss it.”38
Microdermabrasion, a popular method of superficial skin resurfacing, utilizes microcrystals or diamond tips, as exfoliants to remove the outermost layer of skin.39 Microdermabrasion has been studied for its effects on acne, pigmentation disorders, and scarring disorders.40 This rejuvenating cosmetic treatment has risen in popularity amongst millennials, coming in as the third most popular minimally invasive procedure in facial aesthetics. 3 Like fillers and neuromodulators, microdermabrasion provides subtle, natural, and rejuvenating results that are appealing to the millennial population. By smoothing and buffing the skin’s surface, microdermabrasion brightens the face,41 producing a natural glow that many patients are seeking. Furthermore, given that it is believed to stimulate dermal collagen and elastic fiber production, microdermabrasion serves as an additional tool utilized in the prejuvenation trend targeting millennials.40
2. American Academy of Facial Plastic and Reconstructive Surgery: AAFPRS 2018 Annual Survey. Available at: https://www.aafprs.org/media/stats_ polls/m_stats.html. Published January 23, 2019. Accessed July 22, 2019.
3. American Society of Plastic Surgeons: 2018 National Plastic Surgery Statistics. Available at: https://www.plasticsurgery.org/documents/News/Statistics/ 2018/plastic-surgery-statistics-full-report-2018.pdf. Accessed August 11, 2019.
4. Fry R. Millennials projected to overtake baby boomers as America’s largest generation. Pew Research Center. http://pewrsr.ch/2FgVPwv. Published March 1, 2018. Accessed August 6, 2019. 5. Sherber NS. The millennial mindset. J Drugs Dermatol. 2018; 17 (12):1340-1342.