Social media has provided a platform for comparison of various health and beauty techniques around the world. Technology is amazing because it connects us with walks of life we’d otherwise NEVER have access to.

It informs us about different options, experiences, perspectives, and alternate realities. However, it has been a blessing and a curse for this modern generation.

It’s made otherwise average women into “Instagram models” and reality tv or Youtube sensations.

The Modern Day Masterpiece

We’re redefining what we consider “fame” and who we consider a household name. This era is also creating a platform for criticism, judgment, and interrogation. When it comes to one of the most controversial topics today, beauty is no longer in the eye of the beholder.

Plastic surgery has somewhat redefined beauty and created a way to feel “pretty” even with bad genetics. Brazilian butt lifts, lip injections, breast implants, labiaplasty, you name it… Perhaps, one of the most surprising beauty industry contrasts that occur today is in Pakistan. Kim Kardashian West’s glory days are behind her. Primarily because she is “hitting the wall” and on the downslope from her biological prime. But also because trends seem to be moving toward more natural, non-invasive aesthetic procedures.

France vs the USA

“My patients in France live in fear of the Hollywood look,” according to Parisian plastic surgeon Olivier Claude. “Sophie Marceau is in her 50s and looks wonderful — nobody knows what she had done. People in the U.S. think Nicole Kidman and Megan Fox look good, but we think they look overdone.” Women like Kim Kardashian and Kylie Jenner are considered even more extreme, with undesirable bodies.

“An actress here [in France] wants to look her age but better: Isabelle Huppert just had a face-lift and looks healthier and more relaxed. In L.A., they want to look younger. We think if a facelift shows, it’s a disaster.” said cosmetic surgeon, Christophe Lepage.

In contrast to US beauty standards, it is considered “Sexy” to look mature in some countries. Aiming to look like a baby, or even worse, a doll is simply appalling in some cultures.

Case Studies

In contrast, Beverly Hills plastic surgeon Brent Moelleken feels that LA’s focus on creating a youthful appearance is not a luxury, but a necessity because beauty standards in the US associate aging with decay, being outdated, and irrelevant.

In general, Americans consume less aged food, care less about historical architecture, and have fewer traditions than many other cultures around the world. The entertainment industry centers around creating brands associated with celebrities, actresses, and musicians. An actress that is thought to be very proactive, mustn’t age or she’ll lose work. Getting plastic surgery is akin to doing professional maintenance in order to stay relevant.

While face-lift techniques are the same on both continents, in Hollywood, “the approach is more dramatic: America has some of the best [technical] surgeons.”

In America, women prefer to look like Angelina Jolie versus Emma Watson (more preferable in France).

Overall, there are more nonsurgical procedures available in Europe. Breasts are smaller.

So small they can fit into a champagne glass versus an average of 300 to 400cc in the United States.

According to one doctor, French people in the entertainment industry prefer less invasive, or noninvasive treatments, regardless of how much more expensive they are. However, subtle indicators of beauty, like perfect, unwrinkled skin, are becoming more desirable.

The UK vs the USA

“Where before, everyone was about slender lips and silhouettes, everyone now wants the fuller lip, a bigger bum,” says London plastic surgeon Tijion Esho.

Idols in London are American celebrities like Emily Ratajkowski and Rosie Huntington-Whiteley.

Esho says that “people are bringing [in] altered images of themselves using Snapchat or Instagram filters and saying, ‘I want to look like that.’” It seems that beauty, in general, has become something more artistic than ever before by way of social media.

In the past several weeks, Meghan Markle’s nose has become a popular request amongst Brits. “A lot of people want nose shapes like her — she’s going to be the new princess, and how much bigger can you get than that? People are in love with her, and with her being a new royal, it dictates trends.”

That’s not surprising if you dig deeper into the psychology behind what we find ax beautiful, or aesthetically desirable. Historically, having a lighter complexion with an hourglass figure, wide hips, plump lips, a flat tummy, and long hair have been the overall international beauty standard. What most people don’t realize is that yes, marketing plays a role, but many of these features are also genetic markers for fertility.

Wealth, power, and influence also suggest that.

A Lesson From Gucci

Side note: Gucci Mane has a song that says “money makes you handsome, even if you’re ugly” and that seems to be supported generation after generation. Collectively agreed upon beauty standards suggest that our animalistic nature is still dominating our decisions and beliefs to some degree.

Melting fat using a laser is also a procedure that is becoming increasingly popular for creating a trim waist and hourglass figure. “Everyone wants a more dramatic change between the hip and the bottom ratio.”

Pakistan vs the USA

Beauty standards are causing huge problems for everyone, everywhere. This is because social media makes it extremely easy to promote & market Western agendas for every demographic that has internet access,  simultaneously.

Body shaming, bullying, and self-mutilation only increase as technology advances us beyond our wildest dreams. In Pakistan, being ugly is much more of a challenge than it is in the states.

In America, an “ugly” woman can still find work, a partner, and live a normal life. The most she’ll deal with (usually) is low self-esteem & stress – it’s much more mental than anything. Ugly girls in Pakistan, are told by their parents that “no one will marry you if you don’t put on whitening creams.” Cruel directives like “if you don’t lose weight” then people will think blah, blah, blah has a damaging effect on the mindset of women growing up in the Middle East.

This can create a difficult reality because people are poor with restricted access to beauty remedies. They’re generally darker skinned, curvier, etc – which creates even greater contrast between natural beauty and the Western beauty standard.


Designing A Website That Speaks to Everyone

Not going to happen. A beauty standard is just that – A STANDARD. Doesn’t mean it’s definitively beautiful, or the absolute best aesthetically. It’s probably a trend – a trend that makes money…

This means that every market is going to have a norm or preference. If you brand your practice vaguely and all-inclusively, you’ll miss out on the majority of patients looking to achieve the beauty standard. A better route to take is one similar to Dr.Miami. Brand yourself as a ‘specialist’ and market to the candidates looking for your highest rated, most popular procedure.

Exclusivity is Key

You should aim for the patient to feel like they chose the best doctor in existence. It sounds like common sense, but most medical websites focus on the practice history & physician’s credentials, not the patient’s greatest fears and desires. Going after a niche in your own market will attract candidates from Morrocco or France who are looking to achieve the US beauty standard. It’s much better to specialize than to be a jack-of-all-trades.

Consider selling the patient a fantasy versus a generic procedure hundreds of other board-certified doctors can perform (reality). Join our plastic surgery email list to get specific tips on reaching & closing more patients (and stories from the back office of a butt lift clinic in Miami).

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