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.