Two months ago, Han Fei spent 20,000 yuan for rhinoplasty surgery, and the postoperative results made her very satisfied. “I used to have a nose that collapsed and looked too stubborn. After I finished it, my nose was upright and delicate, and the whole face was more three-dimensional.”
More and more young people are entering the plastic surgery hospital.
“Now our consumer group is obviously tending to be younger.” Zhang Li (pseudonym), who is in charge of medical guidance in a plastic surgery hospital, told the Shell Finance reporter that most of the customers who came to consult, do medical beauty, and plastic surgery were 30+ sisters. Nowadays, the proportion of young people has increased, and the customer base has become mostly young people.
According to the “2020 Medical Beauty Industry White Paper” released by the medical beauty platform “Gengmei APP”, the post-80s generation of medical beauty consumers accounted for 23%, the post-90s accounted for 21%, the post-95s and the post-00s accounted for 35% and 18 respectively. %, much higher than those born in the 70s and before, which accounted for only 3%.
What are they doing? Zhang Li told reporters, “It’s no secret that young people choose rhinoplasty, double eyelid and other items to enhance their appearance. Light medical beauty such as thermal magi, hyaluronic acid, and laser skin rejuvenation have become daily skin care choices.”
“In the girlfriend circle, there are often girlfriends who have done plastic surgery or light medical beauty to share, and even invite groups to do surgery or injections from time to time.” Han Fei said. Unlike middle-aged women who hope to restore their youth through medical beauty programs, young people’s pursuit of beauty, as well as their perceptions and concepts of plastic surgery have long changed.
Some people pay for their beauty, while others are addicted to plastic surgery. However, it is worth noting that the popularity of the plastic surgery industry can hardly conceal the risks behind the brutal growth of various medical and aesthetic institutions, and chaos in the industry burst out from time to time. It is difficult to distinguish between true and false medical beauty advertisements, and there are fatal problems that plague the medical beauty industry: non-medical beauty establishments are engaged in medical beauty treatment, non-formally trained professional doctors practice, and use of non-qualified medical beauty products. And these chaos may bring harm to young people.
“Plastic surgery has certain risks. News of young people getting disfigured by mistakenly entering a black hospital is abound.” Zhang Li said, “You need to be cautious in the pursuit of beauty.”
The medical beauty is deep, so beware that “micro plastic surgery” becomes “critical plastic surgery.”
The post-90s who flooded into the plastic surgery hospital
Before the New Year’s Day holiday, 25-year-old Han Fei (pseudonym) decided to go to a plastic surgery hospital for rhinoplasty.
Although his parents, boyfriend and close friends strongly opposed, Han Fei was firm. She has been dissatisfied with her nose for many years.
For the effect of the operation, Han Fei started to prepare early. Searching for relevant plastic surgery information on the Internet, discussing the probability of success with netizens on platforms such as Zhihu and Xiaohongshu, and dragging a girlfriend who had undergone plastic surgery around him ran almost all plastic surgery hospitals in the city. Repeatedly communicate with the instructor and the surgeon, and read the previous similar cases and postoperative results in the hospital. After tossing for more than half a year, she finally settled on a well-known medical cosmetic surgery institution in the local area.
Lin Lu (pseudonym) in Shanghai also made an appointment at a plastic surgery hospital before the Spring Festival holiday, and she planned to have double eyelid surgery.
Lin Lu was tall and spoke Wu Nong softly, and her eyes were always narrowed when she laughed. During college, she never thought that one day she would want to move her eyes. But after joining the work, colleagues occasionally made innocent jokes about her single eyelid. Although there is no malice, Lin Lu also cares very much in her heart. She felt that the eyes of the female colleagues around her were big and energetic. After communicating, she discovered that many of her colleagues had undergone double eyelid surgery.
“Everyone says that my eyes are good at gazing, but my eyes are too small to understand, let alone good at gazing.” Lin Lu was depressed by this. “Single eyelid not only looks small, but it also always gives people a sense of lack of energy.”
Double eyelids are the most common minor surgery in medical aesthetics. In this era of economic value, medical beauty is more and more accepted by more young people.
“Nowadays, the consumer group is obviously tending to be younger.” Zhang Li, who works as a medical guide in a plastic surgery hospital, said that most of the customers who came in the past were middle-aged women, but now they are mostly young people. “Middle-aged customers have to do it because their skin and facial features become looser with age, but young people born in the 90s and even 00s regard medical aesthetics as the norm for beauty, hoping to improve their appearance through plastic surgery and injections.”
She said that most of the previous clients of the hospital where she worked were women over 30 years of age and more financially capable. Although in order to create popularity, hospitals will sometimes launch preferential activities for the young market, but the real source of profit is this group. However, with the rise of the young market, hospitals have gradually made adjustments and began to pay attention to the needs of young people.
Many women born in the 90s and 00s are keen on medical beauty. According to the “2020 Medical Beauty Industry White Paper” released by “Gengmei APP”, the main body of medical beauty consumers is gradually shifting to younger groups. The post-80s accounted for 23%, the post-90s accounted for 21%, while the post-95s and post-00s accounted for 35% and 18% respectively, much higher than those of the post-70s and before, which accounted for only 3%.
“Nowadays, daily skin care will choose the way of medical beauty.” 21-year-old Chen Ke (pseudonym) just finished taking hyaluronic acid a week ago. She told reporters that medical beauty has already become popular in her girlfriends circle. Most of the little sisters around her have done face-lifting acupuncture, hyaluronic acid, water-light acupuncture and other light medical beauty projects. Of course, some people have “sniffed” their faces. .
Uneasy: Why spend money to find crime?
On the day of the rhinoplasty, although she continued to do psychological construction for herself, Han Fei was still scared the moment she stepped into the hospital.
The two initial plans given by the surgeon were ear cartilage rhinoplasty and semi-rib rhinoplasty. After a long time of comparison, Han Fei finally chose the latter.
“The doctor told me that the ear cartilage rhinoplasty may collapse in a few years. Although the semi-rib rhinoplasty is more difficult, the effect is better, and there are no sequelae.” Han Fei told reporters, “The doctor needs to open a hole in the abdomen. The costal cartilage is taken out in the same way, and then implanted in the nose with a prosthesis to complete the operation.”
After Han Fei finished washing face, brushing teeth and other preoperative preparations under the leadership of the nurse, her heartbeat suddenly rose. She was shaking all over her body, and her heart was restless. For a time, she had the idea of rushing out of her door. “At that time, all ideas came out. There was the excitement of becoming beautiful, and the fear of accidents, and even thought that it should be forgotten, not to do it.”
The operation lasted for three hours and finally ended. When Han Fei was sent to the ward to rest, she found that she didn’t feel anything in her nose. She stretched out her hand and gently touched it. The tape was covered with tape. The abdomen was also taped because of surgical stitching.
On the night after the operation, as the effect of the anesthetic disappeared, the nose began to feel hot and painful, and the whole face swelled, which made Han Fei panicked. She kept consulting the nurses, and even though she got the affirmative answer of “it’s okay,” she was still uneasy, and the shadow of the operation failure kept flashing in her mind.
The recovery period takes seven days. During this period of time, Han Fei’s nose was stuffed with cotton, and she could only breathe through her mouth, which made her feel particularly uncomfortable, and the discomfort in her nose made her sleepless all night. She began to anger her boyfriend, blaming him for not being tougher when she decided to stop her from undergoing surgery, “Why should you spend money to make yourself feel guilty?”
The hospital seldom tells the young people who come for plastic surgery about the pain they may encounter during the recovery period. This makes it difficult for them to accept the surgery after the operation, and they are extremely anxious because of the sudden pain.
On the day after the double eyelid surgery, Lin Lu’s eyes were so swollen that she couldn’t see anything, and she needed to constantly use an ice pack to reduce the stinging pain. The doctor told her not to wash her face within 48 hours after the operation, but to clean the wound with cotton swabs and eye drops in the morning. After being picked up by her family, Lin Lu looked at herself in the mirror, “Like a goldfish.”
Seven days later, when the thread on Lin Lu’s eyelids was pulled out by the doctor with tweezers, Lin Lu, who had originally thought it would not be painful, screamed. The intense pain caused tears to drop continuously.
After the stitches were removed, the eyes were still swollen. The doctor told her that it would take at least one month to return to a truly natural state. The original plan to wear glasses to hide the traces was also blocked. “If you don’t want to leave an eternal scar, don’t touch it casually, let alone cover it with hair and foreign objects. This month, I will endure it with ugliness.” The doctor warned Lin Lu.
“This was something I didn’t expect before the operation.” Lin Lu said, “At first I thought it would be better in a few days, but I didn’t expect it would take so long. Now I can only hope that the final effect will be satisfactory.”
Addiction: No one can accept the change from beautiful to ugly
“It’s really addictive. After you find that your appearance has been significantly improved, you will naturally have the idea of improving other parts.” Han Fei told reporters, “Girls have an endless pursuit of beauty. Who doesn’t want to be more beautiful.” ”
This is almost the idea of all the young people who have poured into medical aesthetics and plastic surgery.
After using hyaluronic acid, Chen Ke (a pseudonym) found that his cheeks were much softer and smoother than before. When gathering with friends, the other party also noticed her changes for the first time. This made Chen Ke more and more obsessed with the changes brought about by medical beauty. She began to pay attention to various medical beauty apps, and from time to time she consulted with plastic surgery institutions and made appointments for more light medical beauty projects. She plans to find a free time to get the face-lifting injection, “My masseter muscle is a bit big, and I plan to use an injection to make my face thinner.”
After the nose fully recovered, Han Fei seemed to have forgotten the pain she had experienced before. She was satisfied with the postoperative results and her mood improved. She felt that all the pain and anxiety were worthwhile. When she was looking in the mirror, she became dissatisfied with her other facial features again. She felt that it didn’t match her nose. A plan to “find time and do other places too” emerged in her heart.
“After an operation, many young people will be addicted to the postoperative results, and eventually become repeat customers.” On March 8, Zhang Li, who had just sent off a group of guests, finally had time to catch his breath. I rested. In addition to receiving customers who make an appointment for the first consultation, more time is spent on dealing with the needs of previous customers who want to get plastic surgery again.”
Her plastic surgery hospital received a lot of appointment orders at the beginning of the year. This makes Zhang Li and her colleagues busy almost every day from opening the door at 9 am to leaving get off work at 6 pm, and working overtime is even more normal. For nearly 10 hours, she has been leading the guests to and from the infirmary and doctor’s office, and she couldn’t take any time off for a moment. “Now the hospital’s orders have been piled up until a month later. In the past, doctors might perform two or three operations a day, but now they have at least four or five operations.” Zhang Li said.
Nearly 60% of Zhang Li’s customer list are repeat customers. She found that more and more customers, after experiencing the sweetness of medical aesthetics and plastic surgery, would take the initiative to express their willingness to improve other parts. Driven by the love of beauty, I hope that in this way the appearance can be improved even more.”
Compared with traditional plastic surgery items such as double eyelid and rhinoplasty, hyaluronic acid, hot maji, face-lifting and other light medical beauty items are more likely to make young people addicted to it. According to statistics from the Foresight Industry Research Institute, the number of users in China’s light medical and beauty market exceeded 11 million in 2019, and the number of users in 2020 will reach 15 million. According to the iResearch report, the proportion of China’s light medical beauty market in the overall medical beauty market is much higher than that of the surgical cosmetic and plastic surgery market, and has stabilized at around 65%-70% in recent years. In 2019, the scale of China’s light medical beauty market was 119.1 billion yuan, a year-on-year increase of 15.86%.
“I used to have a face-lifting injection and I felt that my face looks good, but after a few months I found that it gradually returned to its original appearance, and I definitely couldn’t accept it. So I developed the habit of going to the hospital for injections on a regular basis.” Before the double eyelid surgery, Lin Lu has long been a fan of light medicine and beauty.
“Light medical beauty has now become a necessity for some young people’s lives, just like skin care and makeup.” Lin Lu said that light medical beauty is mainly injection, which can achieve skin beautification and face-lifting in a short period of time. Needs, but it will gradually lose its effect. If you want to maintain your appearance, you must continue to do it, and it feels like you can’t stop.
“Addicted.” Lin Lu said. After all, “No one can accept the appearance of changing from beautiful to ugly.”
Behind the scenes: hot plastic surgery also hides risks
In the economic age, there are other reasons for young people’s pursuit of appearance.
After graduating from university, 24-year-old Wang Lei (pseudonym) worked as an UP owner in a short video company, but was criticized by netizens because of the dull skin on his face. This made him fall into a trough of self-doubt for a while. Later, he tried hyaluronic acid on the advice of his colleagues, and found that the effect was good, which made him out of control since then, “I often get hyaluronic acid, face-lifting needles and other light medical beauty to maintain a handsome image on the screen.”
Those young people who have lost a lot of opportunities because of their appearance problems hope to improve their appearance through plastic surgery and strive for more space in their work and life.
The American economist Daniel Homers has obtained such a set of data in “Beauty and the Labor Market”: a person with a below-average appearance earns 9% less salary per hour, while a person with an above-average appearance earns 9% less salary per hour. People earn 5% more per hour. The 14% of the difference is magnified to a lifetime, and the income difference between the two may reach 230,000 US dollars.
“Although it is not the era of completely looking at the face, if the appearance and ability coexist, the chances are definitely greater.” Wang Lei said.
During his time in the hospital, Wang Lei found that more and more men are choosing medical beauty programs. According to data from Tmall, during the “Double 11” period in 2020, the number of medical and aesthetic medical orders increased by nearly 7 times month-on-month, and nearly 30% of the orders came from male consumers.
On March 10, the Shell Finance reporter searched on the enterprise search platform with the keyword “plastic” and found that there are currently 18,115 domestic companies involved in this field, and 1,108 were established in 2020 alone.
“The medical aesthetics market is too hot now, and new medical aesthetics institutions can be heard almost anytime.” Zhang Li told reporters, “Many new entrants who cannot get the qualifications of hospital institutions have turned to medical aesthetics clinics. Cut into the market.”
The reporter learned that according to scale and strength, medical beauty institutions are divided into three levels: medical beauty hospitals, medical beauty clinics and clinics.
“There are essential differences between the three in terms of the medical beds, equipment, disinfection environment level, and the number of personnel qualifications.” Zhang Li said, “beauty clinics and clinics are only allowed to do some double eyelids, laser beauty, injection beauty, etc. Projects with lower risks, and difficult projects like rhinoplasty, liposuction, breast augmentation, etc. can only be carried out in plastic surgery hospitals.”
The popularity of the industry has made many small medical and beauty institutions jealous. Various problems are gradually exposed in the market. Behind the prosperity of the medical beauty track is the emergence of various problems such as illegal medical practice, medical malpractice, and shortage of professional talents.
According to the “White Paper on China’s Medical Beauty Industry Insights 2020” released by iResearch, there are more than 80,000 domestic life beauty shops that illegally carry out medical beauty projects. In 2019, there are about 13,000 institutions with medical aesthetics qualifications in China. Although the country has regulated and restricted the projects carried out by different levels of medical aesthetics institutions, 15% of them still exceed the scope of business. In addition, according to the calculation of 13,000 medical aesthetics institutions, in the case of non-multipoint practice, the number of regular doctors is about 100,000, but the actual number of medical aesthetics doctors is only 38,300. And under the “quick money, big temptation” medical beauty and black birth, a large number of illegal practitioners who claim to be “experts and doctors” have spawned.
According to data from the Central Integration Association, there are more than 100,000 illegal practitioners in medical aesthetics, and illegal doctors account for about 72% of the total number of medical aesthetic doctors. At the same time, about 14%