Why women are the driving force behind plastic surgery and aesthetic treatments

Women are predominantly the ones filling the waiting rooms at plastic surgery offices and booking appointments for cosmetic treatments. In fact, they make up a whopping 90 percent of all patients. So, what drives this?

To get to the bottom of this, we spoke to two ASPS Member Surgeons who said it's not just one factor – it's a mix of life changes, aging differences, beauty industry marketing and even societal pressures.

Life changes

Many women seek plastic surgery to reverse the changes that come with childbearing and breastfeeding, including sagging, loss of volume in the breasts, extra skin, stretchmarks and abdominal muscle separation.

"For tummy tucks and breasts specifically, a lot of those changes are driven by pregnancy, which, of course, men don't experience," said Kristy Hamilton, MD.

Women bear the physical brunt of pregnancy and breastfeeding, so it makes sense they would seek procedures that men generally don't unless a man was restoring his body after massive weight loss with an abdominoplasty or removing enlarged breast tissue.

It's safe to say that plenty of breast and abdominal procedures are sought by women who have had kids, as they often combine them to create a mommy makeover. Many seek these procedures to look and feel like themselves again after going through all the physical changes of motherhood. This accounts for one of the reasons more women than men seek plastic surgery.

The facial aging divide

More middle-aged and mature women seek plastic surgery and aesthetic procedures for jowling than men do. That's because they tend to have very different reactions regarding their face aging, which has to do with the shape of the face that's considered attractive, based on gender.

"If we look at the face, much of the natural aging process involves tissue descent," said Dr. Hamilton. "If your cheeks drop and then your lower face drops, you end up looking more square in the jaw. That's attractive for men – that aging process has now afforded them a square jawline. The aging process is inherently masculinizing."

This is a completely different story for women as they want more volume in their cheeks and less in the bottom half of their face.

"Jowls and loss of the jawline definition drive women crazy," said Dr. Hamilton.

Plastic surgeons can address a patient's concerns about their jowls with injectable fillers, neuromodulators like Botox, ultrasound therapy, radiofrequency treatments, facelifts, neck lifts and more.

Beauty industry marketing

Marketing also has a lot to do with why women have always, and continue, to have the majority of aesthetic treatments and plastic surgery procedures.

"A lot of it probably has to do with the beauty industry as a whole," said Ira Savetsky, MD. "I think when you're talking about makeup and skincare, so much of those industries are targeting women."

From ads to product launches, women are – and have always been – the primary consumers of aesthetic products.

"It's a multibillion-dollar industry," said Dr. Savetsky. "They're putting the emphasis on targeting women – the beauty industry is predominantly women."

Dr. Hamilton added that many men are active participants in the beauty industry, but they form a smaller segment.

"I think, as women, we tend to be a little bit more focused on our outward appearance," said Dr. Hamilton. "I think women derive a lot of confidence from makeup, our clothes and, by extension, aesthetic surgery as well."

Societal pressures

We can't ignore the pressure women face to reverse or slow down the aging process, whether from marketing, the people around them or themselves.

"Women in general, I think, tend to be less tolerant of their own aging process, whereas men tend to be more tolerant of their own aging process," said Dr. Savetsky. "But I definitely think societal pressures do have a role in women undergoing cosmetic surgery."

Aging men have even been given a flattering name – the "silver fox."

Dr. Hamilton pointed out that this underlines a double standard apparent in many movies, shows and other media we consume.

"I think we're usually celebrating youth and beauty for women," said Dr. Hamilton. "You see it in Hollywood, you see it in modeling. It's more of a rarity to have a really successful, older female model or actress."

Well-established perceptions of gender roles for youth and beauty are not new.

"I feel like it's a story as old as time," said Dr. Hamilton. "A woman coming to the table with her youth and beauty and I would say fertility, potentially, as desirable traits. And the men are coming with their experience or their strength or their resources. We're not cavemen and women anymore, but maybe some of that innate psychology is still there."

Society has always expected women to look good, and this expectation shows in the higher number of women than men seeking aesthetic enhancements.

What about men?

While men are definitely getting more into cosmetic procedures, their approach is different, according to both surgeons.

"Men will come in too, but they come in for a different reason," said Dr. Hamilton. "I see men in their 50s or 60s saying they have many good years ahead of them, and they don't want to be treated like someone who is exiting the workforce. But their goal is to look 45 as opposed to 25. They don't want to look 25."

Dr. Savetsky added that, in his experience, men focus on addressing things like hair loss, sagging jawlines, drooping eyelids, stubborn belly fat and protecting their skin from the sun.

"I do think that men are definitely starting to care more about their skincare and are doing more to protect their skin and are also investing in cosmetic surgery and treatments as well," said Dr. Savetsky.

Even though men are showing up more, they're still not catching up to women any time soon.

It's clear that women continue to lead the way when it comes to plastic surgery and aesthetic treatments, and it's not hard to see why. From the physical changes that come with childbearing and breastfeeding to the pressures of aging and societal beauty standards, a lot is driving women to the plastic surgeon's office. Add in the beauty industry's relentless marketing and the double standards around aging gracefully, and it all starts to make sense. While some men are getting cosmetic procedures, women are still the ones filling the waiting rooms.

To find a qualified plastic surgeon for any cosmetic or reconstructive procedure, consult a member of the American Society of Plastic Surgeons. All ASPS members are board certified by the American Board of Plastic Surgery, have completed an accredited plastic surgery training program, practice in accredited facilities and follow strict standards of safety and ethics. Find an ASPS member in your area.