What is Prejuvenation?
Prejuvenation, is a proactive approach to preventative rather than corrective treatments, and an emerging trend in aesthetics, as a new generation of tweakment-conscious patients step forward for treatments that help them age better. Also known as Pro-active beauty.
“Proactive beauty: Addressing ageing before it is apparent has become paramount. The rise of ‘prejuvenation’ treatments, which focus on prevention rather than cure, reflects today’s zeitgeist. For aesthetics, this means an increased shift toward early intervention.” – Galderma NEXT Report
Prevention is better than cure, right?
Maintaining youthful skin (a smooth, plump, luminous complexion) using medical techniques and beauty treatments started sufficiently early to preserve the skin’s capital and slow the ageing process” is key to preventative aesthetics.
Who’s Prejuvenation for?
The trend is particularly popular with younger patients in their 20s and 30s who are looking for preventative and beautifying treatments such as laser or LED light therapies, Micro-needling, skincare, and chemical peels It may also include injectables like botulinum toxin, hydrating skin boosters and dermal fillers, but spans older demographics, too, as 50 becomes the new 30!
An alternative to cosmetic surgery?
Prejuvenation treatments could remove the need for anti-ageing cosmetic surgery, such as face lifts, and give you a choice of various skin care regimes combined with non-surgical treatments ranging from botulinum toxin and dermal fillers to radiofrequency micro-needling therapy to prevent signs of ageing. Here at GSN Aesthetics, we have a wide range of options available to our patients to create a personalised approach to your individual needs and treatment plan.
What’s led to this Prejuvenation trend?
It’s apparent that we are more and more preoccupied with slowing down the ageing process and are invested in prolonging a youthful appearance for as long as possible, rather than being at the mercy of our DNA and external factors.
This is supported by the fact that 43% of UK adults now view non-surgical procedures as a regular part of their beauty grooming routines, according to Mintel’s research on attitudes towards cosmetic procedures in the UK.
It’s now normal for us to think ahead about how aesthetics can hold off the signs of ageing.
“This (TIKTOK) generation is growing up with a greater awareness of what is possible when it comes to aesthetic treatments thanks to the normalisation online. Rapid advances in non-invasive treatments and technologies allow younger patients entry into aesthetics with very little pain and downtime, making it more attractive to a larger patient pool.”
Dr Sherard A. Tatum, President of the AAFPRS.
What are the key factors of the prejuvenation trend?
1. Skincare and at-home prevention
The younger generation is embracing the preventative power of skincare with consumers also turning to at-home devices to achieve “glass skin” or “glowy skin”, such as LED light, chemical peels, and retinoids.
2. The end of the era of “anti-ageing”
Galderma’s NEXT report also highlighted ‘Cancelling age’ as another key trend, showing “the evolving desire to not be defined by our age is increasing a demand to preserve and enhance beauty, rather than solely reverse ageing” and linking to the concept of prejuvenation.
We’re now focussing on looking healthy rather than young.
Central to this is a shift in language away from reversal-focused “anti-ageing” and towards preservation-focused terminology such as “pro-ageing”, “age management”, and “agelessness.”
3. The rise in availability of minimally invasive treatments
Consumers of all ages are looking to less invasive treatments, as an extension of their skincare routines and instead of cosmetic surgery. This has been made possible by increased accessibility and awareness of aesthetic treatments via social media and the development of new treatments and technologies that offer more natural results and lower downtime.
4. Collagen is key
As we, as beauty-conscious consumers, grasp the role that collagen plays in skin ageing, the market for products and treatments that promote or increase its production, is rising.
Collagen is crucial in maintaining the skin’s natural strength, hydration and elasticity, but its levels naturally diminish as we age, declining by approximately one per cent annually from our 20s and falling off a cliff at menopause!
The future looks poised to embrace the use of collagen biostimulators (such as Polynucleotides), in conjunction with other aesthetic injectables and an approach that proactively maintains and boosts collagen earlier.
5. Longevity, health and wellness
Aesthetic medicine is increasingly recognising the importance of a more holistic approach that integrates treatments with lifestyle and wellness advice. This approach considers the whole person – their health, lifestyle, and overall wellbeing – and seeks to provide treatments that enhance not just physical appearance but also the overall quality of life. This shift reflects a deeper understanding of beauty as a component of overall health and wellness.
What does the future hold for the prejuvenation trend?
This shift towards preventative, proactive treatments is likely to see an increase in demand for aesthetic treatments and skincare as a wider age range of patients steps forward to manage the ageing process. At GSN Aesthetics we strongly believe that it’s important to navigate this demand safely and ethically by making sure age-appropriate treatments are delivered and to de-bunk social media advice given by non-professional influencers, with evidence-backed professional advice to make sure younger patients are taking preventative action safely. We also, of course, refuse treatment to anyone under the age of 18.
