New Zealanders and the needle
Two thirds of New Zealanders think cosmetic injectables are becoming more socially acceptable, says the first indepth independent survey on attitudes to their use here. It shows that one in 20 people have had a treatment or are likely to have one within the next 12 months. Enhanced self-confidence was cited by 69 per cent as the key benefit in contemplating such treatments.
Aucklanders, at 48 per cent, are most likely to fully support injectables (6 per cent) or consider them okay and up to the individual (42 per cent), compared with 45 per cent combined approval in Christchurch and 43 per cent in Wellington. Christchurch had fewer people (8 per cent) totally against their use than elsewhere, with the national and Auckland figure at 10 per cent and Wellingtonians the most opposed at 12 per cent.
Other findings from the survey by digital brand insights firm Yabble of just over 1100 people late last year were: • Cosmetic injectable users spent an average of $1200 a year on treatments; 27 per cent spent $500 or less.
• Muscle relaxers targeting forehead frown lines were the most common treatment among users at 71 per cent, followed by work on the eye area, including crow’s feet, at 38 per cent. Lip treatments, usually fillers, have been tried by 26 per cent of users.
New Zealand’s uptake of Botox sits at 6 per cent, compared with 9 per cent in Australia, according to its maker, US-based Allergan. In its home country, the uptake is 11 per cent. The company predicts growth, especially among millennials, younger consumers and men. In a 2018 global survey of 14,500 “aesthetically conscious consumers”, those in Saudi Arabia were found to be the most needle happy, with 41 per cent having used a muscle relaxer and 36 per cent a filler.
Growth in use here is inevitable, fuelled by worldwide trends and more providers. Reputable industry figures tell Viva that consumers need to look for quality rather than price alone. The founder of Off & On, Nicky Shore, commissioned the survey to get a clearer picture of the beauty services business. It found customers wanted the assurance of operators with set procedures, medical oversight and thorough consultations.
Nicky told Viva that New Zealanders generally took a cautious approach and were after a natural-looking result. But there were generational differences. Older women wanted to looked refreshed, rather than ending up “with a Nicole Kidman, aka frozen face”, while younger ones were more keen on transformation, as seen in growing interest in Kylie Jenner-type lip treatments. Men took a practical approach, wanting to stay relevant in the workplace, or deal to excessive sweating. She welcomes more openness and informed use of injectables, but says: “Great hair, great brows, good teeth — more than Botox — are still the best things for feeling fab.”