Recently, a media survey found that many women want to use their summer vacation time for beauty care and improve their personal image. And at a time when “young aesthetic” is popular in the medical aesthetic market, some medical aesthetic institutions are targeting young women and minors to “create young faces” for consumption induction. Behind it are standard chaotic “diagnosis” and consumption traps.
“Small aesthetic” seems to be an emerging concept, but in fact it is a renovation of the old routines in the medical beauty industry. In recent years, in order to expand their customer base, some medical beauty institutions have packaged the marketing strategy of “early surgery and early beauty” into a trend of “creating a baby face”, encouraging minors to conduct medical beauty intervention in advance. This kind of rhetoric is exactly the same as the past propaganda “double eyelid surgery is more natural before the age of 18 ”“anti-aging should be done as early as possible”, etc. They are all taking advantage of consumers’ fear of aging and urgent pursuit of beauty to create appearance anxiety and generate demand for medical beauty.
There are certain risks involved in performing medical aesthetic surgery too early, and young beauty seekers should be cautious about this, while minors and their parents should be more vigilant. Physiologically, the bones and soft tissues of minors are not fully developed, and premature surgeries such as facial filling and bone reduction may lead to postoperative morphological imbalance. Taking nasal plastic surgery as an example, if you are under 18 years old, your nasal bone development is not yet stable, and you are prone to problems such as prosthesis displacement and infection after surgery. It is important to be wary that some institutions, in order to reduce costs, use informal materials or have unqualified personnel perform surgeries, further exacerbating the surgical risks.
In response to the chaos of medical aesthetics spawned by “neo-aesthetics”, there are still shortcomings in pre-production and normalized supervision. For example, medical beauty institutions have a high mobility of employees, and some medical beauty institutions circumvent regulation through “guerrilla warfare”, often only being “targeted” in the event of an accident or facing litigation. In addition, “soft advertising” on some social platforms is highly concealed, and some medical beauty bloggers promote medical beauty programs in disguise by sharing “experiences on becoming beautiful”, which makes it difficult to collect evidence through supervision.
The key to curbing the above-mentioned chaos lies in building a normalized regulatory system. First of all, advertising must be strictly controlled, exaggerated expressions such as “child face needle ”“zero recovery period” are prohibited, and social platforms are required to compulsorily label “soft advertising” with risk warnings. Secondly, cross-departmental collaborative supervision should be strengthened, a mechanism for sharing responsibilities between medical and aesthetic institutions, practitioners and marketing platforms should be established, and a full-chain crackdown on false propaganda and illegal surgeries should be implemented. Again, it is necessary to further improve industry standards, unify naming and pricing specifications for medical beauty programs, and avoid institutions inducing consumption through words such as “package ”“ special price”.
The prevalence of “neotenic aesthetics” reflects some people’s excessive anxiety about aging and their blind pursuit of a single aesthetic preference. To curb this trend, it is necessary for the regulatory authorities to act on their own initiative and for all sectors of society to participate. Only by building a complete governance system “prevention first, supervision in the middle, and accountability later” can medical beauty generally become a formal service to improve the quality of life, rather than a hidden risk “beauty trap”.
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