Although many plastic and cosmetic surgeons realize that the influence of U.S. Hispanic and Latino consumers is growing, a surprising number of them do not market to these potential patients in Spanish. And many have no plans to start or boost existing campaigns aimed at these valuable consumers. So, in spite of the recent growth in catering to these potential patients, an untapped potential still exists in reaching the Hispanic and Latino market.
Hispanics and Latinos certainly account for their share of plastic and cosmetic surgery procedures. In 2017, Hispanics underwent almost two million plastic surgery procedures, which is actually more than the 1.6 million procedures performed on African-Americans. When ranking plastic surgery procedures by ethnic groups, Hispanics accounted for almost 10% of total procedures, demonstrating their growing clout in this field.
Some of the most popular cosmetic procedures among U.S. Hispanics and Latinos are:
Rhinoplasties
The rhinoplasty, commonly known as a “nose job”, is a procedure involving surgery on the nose to correct function or perceived aesthetic issues. It can also be used to improve both function and appearance.
As a central part of the face, the nose is an extremely noticeable and prominent part of the overall facial appearance. The rhinoplasty helps to address any bumps, crookedness, or other undesirable aesthetic features. It can also help to improve breathing by removing any obstructions found in the nasal cavity.
Breast Augmentation
Breast augmentation is a type of plastic surgery in strong demand among young Hispanic women. It can be performed as a standalone procedure or as part of the so-called “Mommy Makeover.”
Facial Fillers
Hispanics and Latinos accounted for almost 10% of all facial filler procedures performed in 2017.
Facial fillers are injectable substances that can help to reduce the appearance of wrinkles for a cost-effective anti-aging effect. The most popular material used is hyaluronic acid, which draws moisture into skin tissues. Since this substance is depleted by aging, its reintroduction to skin tissue dramatically improves hydration and minimizes wrinkles.
Chemical Peels
Chemical peels are another popular cosmetic treatment among Hispanics and Latinos. This treatment can be used to remove skin problems like scars, wrinkles, stretch marks and hyperpigmentation.
The procedure involves the application of a chemical solution with varying strengths, depending upon the underlying facial condition. After this chemical solution has been left in contact with the skin for a prescribed amount of time, it is neutralized and removed. The treatment encourages the formation of new skin tissue by forcing old, damaged skin to slough off and make way for new skin cells that rise to the surface.
Microneedling
Hispanic and Latino skin tends to be somewhat more susceptible to discoloration and scarring, making microneedling an increasingly popular procedure among these populations.
Microneedling involves the use of a small hand-held device that delivers microscopic injuries to surface layers of skin, triggering an increase in collagen and gradual skin remodeling. After the skin is first thoroughly numbed with a topical anesthetic, this device is used to deliver targeted microscopic injuries.
One’s own body does the rest of the work. Over the following weeks and months, skin problems like hyperpigmentation and rough texture are minimized. Signs of aging like lines and wrinkles become less prominent. Scars due to acne, surgery, or injury will be reduced.
Not only that, but microneedling offers continual results. Patients who have multiple treatments, spaced a few weeks apart, should see a steady improvement in their results.
Microdermabrasion
Another popular procedure among Hispanics and Latinos is known as microdermabrasion. Not to be confused with the microneedling procedure, microdermabrasion is a gentle exfoliation technique that helps to brighten the complexion by removing any accumulation of dead skin cells on the surface of the skin.
The microdermabrasion treatment is completely comfortable, helping to minimize superficial lines and wrinkles and acne scars, while noticeably improving the complexion. Patients benefit most from microdermabrasion when they undergo the treatment regularly to prevent dead skin cells from again building up on the surface of their skin.
Liposuction and Fat-Freezing
Liposuction and fat-freezing procedures are also on the rise among Hispanics and Latinos. Liposuction procedures help to remove stubborn fat deposits to improve body contours.
Fat-freezing is a type of cosmetic procedure that involves the use of special devices that transmit cold temperatures to targeted areas of the body that are stubbornly unresponsive to changes in diet and exercise. The cold temperatures ruptures the fat cells, which are then safely absorbed by the body.
Patients are advised to not use liposuctions or fat-freezing as an alternative to safe weight loss. Rather, these procedures are intended for those who need some spot fat reduction because they have fat pockets that have not responded to dietary changes and exercise.
Brazil and Colombia: Cosmetic Surgery Tourism
A growing number of U.S. Hispanic and Latinos are traveling for “cosmetic surgery tourism” to countries like Brazil and Colombia who cater to their needs. In fact, in spite of recent economic difficulties, Brazil has seen a 10% increase in plastic surgeries over the past decade, according to the Brazilian Society for Plastic Surgery. Only the United States tops Brazil in the number of plastic surgeries performed annually.
In the beginning, cosmetic surgery tourism started because people in developing countries wanted to seek out treatments in developed nations that were unavailable to them in their home countries. Today, however, those in wealthier nations are traveling to underdeveloped countries to find a bargain, as prices there can be from 30 to 50% lower than in the U.S., without any drop-off in service quality.
Future Trends
If future trends continue, U.S. Hispanics and Latinos are expected to further increase their share of plastic surgery procedures worldwide. Cosmetic and plastic surgeons will need to place additional focus on marketing to these neglected demographic groups if they expect to lure them back from places like Brazil and Columbia and stay ahead of their competition.
