Choosing Pretty: A Look Into the Cosmetic Enhancement Behavior of Southeast Asians

Fairytales have a timeless charm, and one such tale, "The Ugly Duckling," carries a powerful message about transformation. In this classic story, a baby swan, mistaken for an ugly duckling, eventually discovers its true beauty and identity. While we can debate the morals hidden in such tales, one central theme shines through - the magic of change, particularly in how we look. In "The Ugly Duckling," the transformation was involuntary, but what if the power to alter our appearance lay in our hands? What transformations would we choose, and how would society perceive our choices? 

At its core, cosmetic enhancements aim to elevate our natural features, respecting our individuality while offering options for self-improvement. These procedures are entirely voluntary, and thanks to advancements in technology, affordability, and societal acceptance, they're becoming increasingly accessible.

To truly understand the trends and perceptions surrounding cosmetic enhancements in Southeast Asia, we embarked on a journey to hear from the people themselves. We surveyed 500 individuals each from Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

1. Non-Invasive Procedures: Among those who've ventured into the world of cosmetic enhancements, a remarkable 76% chose non-invasive treatments like Botox, dermal fillers, and laser skin resurfacing. In Thailand, this trend was even more prominent, with women showing a greater inclination (9% more) than men. What's intriguing is that 3 in 5 individuals who had non-invasive treatments are contemplating more invasive procedures like implants and sculpting. 

2. Perception: Half of the respondents see non-invasive cosmetic enhancements as common, with particularly strong sentiments in Singapore, Vietnam, and Thailand. Similarly, 50% of those surveyed view these procedures as entirely acceptable. Remarkably, older generations, including Gen X and Baby Boomers, are more positive towards non-invasive enhancements, especially in the previously mentioned three countries. 

3.Overall Prevalence: In reality, only 20% of Southeast Asians have undergone any form of cosmetic enhancement procedure. The Philippines had the lowest percentage, with fewer than 1 in 10 Filipinos having done so, while Vietnam had the highest, with a whopping 4 in 10 undergoing procedures. Gen Z individuals are more likely to choose cosmetic enhancements, and most of these procedures were performed locally (69%) rather than overseas. 

4. Attitudes Towards Cosmetic Enhancements: While 50% of respondents remain neutral about cosmetic enhancements, 30% hold a positive outlook. Surprisingly, negative perceptions are more common among Gen X, Baby Boomers, and Singaporeans. What's heartening is that over 60% of those who have undergone cosmetic enhancements are willing to share this part of their journey, with Thailand and women showing higher openness (10% more than men). 

5. Budget Considerations: Despite potential costs associated with cosmetic surgeries, half of Southeast Asians are unwilling to spend more than USD 499 on these procedures. Only 20% are willing to invest up to USD 899, but it's interesting to note that more Millennials are open to spending between USD 900 and 1200. ​

6. Pretty Privilege: The concept of "pretty privilege" suggests that conventionally attractive individuals are often viewed more positively, with assumptions made about their talents, skills, and even wealth based on their appearance. Nearly 60% of Southeast Asians acknowledge the presence of pretty privilege, with stronger sentiments in Vietnam, Thailand, and among women. A significant number also feel pressure to conform to societal beauty standards, with Gen Z being particularly affected.

7. Motivations for Cosmetic Enhancements: The top three reasons for Southeast Asians to consider cosmetic enhancements are to improve their appearance (65%), boost self-esteem (49%), and appear younger (34%). Notably, more Gen X individuals opt for the latter reason. Interestingly, more men choose cosmetic procedures for medical reasons or due to external influences, such as family, friends, or celebrities. 

8. Societal Pressure and Influence: While only 10% of Southeast Asians cite societal pressure as a direct reason for undergoing cosmetic enhancements, Gen Z individuals are more likely to mention this as a motivation. Additionally, 60% of Southeast Asians who have not undergone cosmetic enhancements say they don't see themselves considering these procedures. In the Philippines, almost 70% have no intention of getting cosmetic enhancements, with nearly 50% expressing disapproval of such procedures. 

For some Southeast Asians, cosmetic enhancements represent an alternative form of self-care. Just as we invest in vacations and fine dining for mental and physical well-being, these procedures serve as a means to feel refreshed and regain confidence. Our appearance and how we present ourselves are aspects within our control, and personal choices regarding them should be respected. 

Ultimately, cosmetic enhancements, like any technological advancement, empower individuals to make decisions to enhance their quality of life. While misconceptions and stereotypes still exist, most Southeast Asians maintain an impartial stance on these procedures. Recognising our autonomy to care for ourselves, both physically and mentally, is a step toward a more inclusive perspective on cosmetic enhancements.

About Milieu Insight  
Milieu Insight is Southeast Asia's leading consumer research and data analytics company, renowned for its expertise in providing brands and businesses with valuable insights and market research data. Operating in Singapore, Malaysia, Thailand, Indonesia, Philippines and Vietnam, Milieu Insight’s industry-transforming solutions were awarded several prestigious awards, including Campaign Asia’s Market Research Agency of the Year (Gold) and Tech MVP 2022. Its one-stop insights platform, Canvas, offers tools for analysing and visualising consumer opinion data across a multitude of lifestyle topics and sectors, powering businesses to make better, more impactful decisions and strategies.