"Keeping Up Appearances in a Downturn"

An article in the December 23 issue of the Wall Street Journal reports that people are continuing to spend money on Botox, fillers and laser treatments, while deferring more expensive cosmetic treatments. They quote Maralyn Burr of Omaha Neb. who lost her job as a district sales manager for Borders Books. She's $140,000 in debt from her daughter's musical education and has cut her spending and stopped eating out. However, she still continues with her Botox and Restylane. "It's like soul food" she says.

3/4 of physicians surveyed report that demand has increased or remained steady for Botox and fillers and skin smoothing procedures. The demand for larger procedures such as breast enhancement or nose reshaping, however, has dropped considerably. For a while, as the financial downturn became more pronounced, there was a drop in all types of procedures. In the last few months, as people have become convinced that they are unlikely to be among the more severely affected, they have become more willing to spend on these smaller procedures, sometimes as a way of doing something while they delay more expensive surgeries.
People like the idea of investing in themselves, since their other investments are doing so poorly. Furthermore, they like the idea of pay as you go. If they can't afford the next Botox or filler treatment, they don't have to come in and nothing terrible will happen. Many aesthetic patients have come to view their treatments as "professional self-preservation rather than as a personal indulgence."
Kathleen Hudson, a 57-year-old marketing consultant from Falls Church Va. is quoted as saying "If you're in the business world and you want to be competative with younger people, you have to stay on top of your game." In tough times, looking good can pay dividends.

Gerald N. Bock MD
California Skin & Laser Center
Stockton & Lodi, CA