Infographic Snapshot: Cosmetic Surgery, Selfie Culture & Young Females

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We recently looked into the reported surge of cosmetic procedures among young females, asking them which they are interested in doing…

Cosmetic surgeries have been rumored to be on the rise among Millennials. In 2016, The American Society of Plastic Surgeons reported that filler and paralytics procedures had increased by 40% among 20-29-year-olds over six years, and lip enhancement was growing among 13-19-year-olds. At the time, the media called it the “Kardashian Effect,” blaming the increasingly picture-perfect women of the family for the surge in cosmetic surgeries among Millennials. This year, plastic surgeons are still reporting rising trends in procedures, with a shifted focus on the selfie. The American Academy of Facial Plastic and Reconstructive Surgery recently reported that over half of plastic surgeons saw patients who wanted to go under the knife for better front-facing photos over the past year, up 13% from 2016. According to them, “selfie-awareness” is a “movement [that] is only going to get stronger."

The good news is that 72% of young women tell us they feel good about the way they look—a slight increase from 2017 when a 67% felt that way. However, their potentially growing self-confidence hasn’t rendered them immune to the pressures today’s society can place on women—and on their social media image. Sixty-five percent of 13-35-year-old females say they feel pressure to be better looking, and close to half say they wish they looked more like their edited selfies in real life. For the large majority of Millennial women, that burden extends to their body image, with a little less than nine in 10 saying they wish they could change things about their body—and Gen Z females aren’t far behind with two in three having that same wish. So is the pressure to look selfie-ready…

 
 

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The Newsfeed

Quote of the Day: “I actively avoid discussions of TV shows.”—Male, 31, MI

Networks are launching an onslaught of new streaming services to compete with the likes of Netflix and Hulu. CBS, Disney, and now Warner Media are hopping on the bandwagon to compete for young cord-cutters' viewing time. The digital switch makes sense, considering 74% of 13-36-year-olds told Ypulse they watch Netflix weekly, versus 33% who watch cable weekly. But one eMarketer analyst predicts this over-saturation in the streaming wars will lead to “a shakeout," in which companies will be weeded out unless they consolidate their offerings. (THR)

Macy’s is putting virtual reality in 90 stores, with the “largest VR rollout in retail history.” Shoppers can don HTC Vive VR headsets to create 3D floor plans, design their living spaces, deck them out with Macy’s furniture, and then take a step inside of the room. The retail tech enables smaller Macy’s stores to offer a lot more inventory to shoppers, and follows in the footsteps of other reality-bending home décor brands. And, according to Macy’s, VR sales were 60% higher than regular sales in their three pilot stores. (MediaPost)

Prada is plotting a comeback among young consumers. They’ve been slow to adapt to digital, but now the luxury company is emphasizing Instagram and aiming to grow their online sales, which were just 5% in early 2018. While investors applaud Prada’s dive into digital, they also believe the brand needs to shutter several stores—not just to increase “profitability” but to create “the illusion of scarcity.” Prada also has to recover from being late to the luxury streetwear game. (Bloomberg)

Some teens are opting for technical school over four-year universities. At Queens Tech, high schoolers are trained to take on non-desk jobs, like being an electrical engineer or working for public transit companies. Earning a high paycheck that isn’t chipped away by student debt is helping to overcome the societal stigma of skipping college. According to one Queens Tech student, “If you’re a construction worker, you may get paid the same as a doctor, but you don’t look as good.” (Vice)

Don't expect to see macho men and swooning women in grooming brands' latest ads. Instead, companies across the industry are toning down the machismo for Millennial & Gen Z males. Some are blurring gender lines, like Dollar Shave Club, whose “Get Ready” spots debunked stereotypes by not just casting straight, cis males. Other brands are betting modern men are more in touch with their emotions, like Gillette, who shared the touching story of a man’s son becoming an NFL linebacker, despite missing one hand.
(Ad Age)

Quote of the Day: “[Zendaya] is such a beautiful human being and I grew up watching her on the Disney Channel.”—Female, 18, TX

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