Cosmetic surgery

There has been a considerable rise in cosmetic surgery procedures in the past 12 months, according to the British Association of Aesthetic Plastic Surgeons (BAAPS).

  • Learn why the rising divorce rate among the over-60s is important to you, here
  • See why silver separation is on the rise, here

According to BAAPS, 38,274 procedures were carried out on men and women in 2010, compared with 36,482 in 2009 – a rise of 5%. The figures also show that women accounted for 34,413 procedures.

Women underwent 90% of all cosmetic procedures in 2010, with the most popular ops being on visible areas of the body, such as facelifts, breast enhancements and rhinoplasty, better known as a nose job.

The cosmetic surgery area is one marketing itself heavily at silver separators. The value of the market has grown by 17% between 2008 and 2010, reaching an estimated worth of £2.3bn, according to Mintel.

Kevin Hancock, a cosmetic surgeon at Spire Murrayfield Hospital and a member of the BAAPS council, says that aesthetic brands have noticed surgery among older people is on the rise. “I think you’d accept that the older generation is relatively affluent now and so they are more likely to have things done.

“People are more aware of what’s available so it is becoming more acceptable to have cosmetic procedures and the older generation do tend to have disposable incomes,” says Hancock.

Surgery on older people usually involves enhancements made to the face, he adds.

“So women would be looking for facelift and eye lift surgery, while eyelid surgery is common for older men. They tend not to be looking for body procedures, such as breast enhancement or liposuction.”

Marketing to the older generation involves mainstream channels such as magazine and television ads. “I don’t know how influenced that generation is by internet marketing,” Hancock adds.

Cosmetic surgeons have also been snapping up marketers from other lifestyle-oriented industries to bolster their operations. Cosmetic surgery group Transform appointed Steven Taylor as marketing director last year; Taylor joined from hotel group Premier Resorts. Meanwhile, even discount offer service Groupon offers cosmetic enhancements, from teeth whitening to rhinoplasty.

With cosmetic surgery now seen by consumers as acceptable lifestyle choices, the silver separators will no doubt see more persuasive marketing from this sector in 2012.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here