Non-surgical cosmetic treatments: what drives their consumers?

Introduction. In recent years, non-surgical cosmetic treatments have become extremely popular, primarily among women. However, if in Russia this can be associated with improved financial well-being, the same is not the case for the western countries. COVID-related restrictions also affected this tendency. Aims. This paper aims to identify the causes of this phenomenon and the motives of women seeking for non-surgical cosmetic treatments. Materials and methods. 110 female patients aged 45 ± 8 years who received non-surgical cosmetic treatments in a specialized clinic before and after COVID-related restrictions participated in the survey. The study material consisted of an anonymous structured e-questionnaire for female patients. This questionnaire developed by the author included 4 main items: social and demographic characteristics, social and psychological characteristics, self-perception of attractiveness and cosmetic complaints. Statistical data processing included the analysis of contingency tables showing the frequency of certain motives for visiting a cosmetic clinic for women of two compared groups; frequency analysis was carried out using Pearson χ2. Results. If before the pandemic, such motives as appearance, social functioning, and psychological problems were almost equal, after restrictions were lifted the main motives for non-surgical cosmetic treatments became social functioning and psychological problems. Conclusion: The results obtained and analysis of relevant publications demonstrate that the main motives for receiving non-surgical cosmetic treatments were psychological comfort and social functioning. This trend has become even stronger after COVID-related restrictions were lifted.