Every year, approximately 2.5 million weddings occur in the United States alone. This means millions of brides take on the quest of planning their wedding to perfection. But there is a new demographic redefining the wedding industry and its meaning of perfection: the millennial bride. A generation of brides raised in a digitally advanced era, these brides know the importance of appearance all too well. In particular, millennial brides come from a demographic reportedly spending over six hours a week on social media. From airbrushed filters, nude colors, and YouTube channels on wellness and skincare, these women want beauty constructed in the most natural of ways. And when it comes to using medical aesthetics to prepare for their big day, millennial brides understand the beauty of minimally invasive, natural-looking procedures.
In this article, we will be covering three categories of minimally invasive procedures that can help prep your millennial bride before their wedding day, including:
- Radiant skin
- Overall plumpness
- Optimal angles
Microneedling is one of the most popular anti-aging treatments in millennial demographics. The process of microneedling, also known as collagen induction therapy, achieves this by repeatedly puncturing the skin with sterilized microneedles. This treatment induces a healing process through physical trauma from needle penetration with minimal damage to the epidermis. The overall result is a regeneration of the dermis that essentially makes a client’s skin look more youthful and rejuvenated. Microneedling can also be paired with Platelet-Rich Plasma (PRP) or Platelet-Rich Fibrin (PRF) to help clients with hair growth or under-eye lumination before the wedding.
Microneedling has become increasingly popular over the last several years because it is a simple procedure that is cost-effective and offers both cosmetic and therapeutic benefits. Known for being a quick treatment and having little to no downtime, clients can resume business as usual, allowing the millennial bride to continue preparation for the big day.
Make sure to recommend multiple sessions to help your client achieve the best result by their wedding day. Set the expectation that they should start microneedling treatments early — patients typically require two to four treatments, and each session must be spaced four to six weeks apart.
To learn more about microneedling, check out this blog post.
Also known as botulinum toxin injections, Botox® is the most common non-surgical cosmetic procedure performed worldwide. According to the American Society for Aesthetic Plastic Surgery (ASAPS), around 1.7 million Botox® injections were performed in 2018 alone. In a recent survey, 64% of members stated they had seen a dramatic increase in patients under the age of 30 requesting facial cosmetic surgery or injectable treatments. Annual statistics from the ASAPS confirm this trend: reported Botox® procedures have seen a 28% increase since 2010, and dermal fillers have seen a 32% increase since 2010.
Brand names for botulinum toxin type A may vary. Common botulinum toxin type A brands are Botox®, Dysport®, Azzalure®, XEOMIN®, and Bocouture®. Regardless, the formulations are approved in numerous countries for the treatment of facial lines and wrinkles. Prior to administering Botox® to your millennial bride, providers should conduct an anatomical and functional analysis of facial morphology, and assess the qualitative and quantitative status of hard and soft tissues.
While administering Botox® only takes 15 minutes, it takes longer for the patient to see the effects and maximum results. The provider’s rule of thumb states that it usually takes three to five days for effects to kick in; however, it can take up to two weeks to see the full results of the injectable. Additionally, while after-care for Botox® is minimal, make sure the client understands the pre-care process that may interfere with this timeline. This may include avoiding blood-thinning medications or supplements two weeks before and two weeks after the Botox® injections. There are many vitamins and supplements that people commonly take that may thin blood, subsequently increasing the likelihood of bruising.
The millennial bride going through the stress-inducing moments of a wedding day may also be worried about underarm perspiration, or sweaty palms and soles of the feet. While many try to solve this problem using creams and other medicines, they may not produce perfect results. Botox® is a great alternative treatment to help address these concerns and eliminate excess sweat.
The latest cosmetic trend for millennials is best known as prejuvenation, a play on words combining prevention and rejuvenation. Millennials know to invest in skincare to help maintain a youthful appearance and delay the early visible signs of aging. Luckily, chemical peels are a leading treatment used to produce youthful, glowing skin. Also known as chemexfoliation or derma peeling, chemical peels include the use of a chemical solution to remove the damaged outer layers of skin for a better texture. Chemical peels are the third most commonly performed non-invasive cosmetic procedure in the United States, with close to 1 million procedures performed in 2020 alone. Chemical peels offer corrective benefits using a medical-grade solution. There are popular types of superficial skin peels:
- Glycolic acid peels: an alpha-hydroxy acid derived from sugar cane, sugar beets, and other substances and used as a medium-strength chemical peel.
- Salicylic acid peels: beta-hydroxy acid, or BHA, comes from natural sources of salicylates like willow bark, sweet birch, and wintergreen leaves. Compared to other chemical peels, salicylic acid gives a gentle exfoliating action for the bride looking for a less severe procedure.
Other peels include lactic acid, phytic acid, retinoic acid, trichloroacetic acid (TCA), and carbolic acid.
It is important to note that there has been a paradigm shift in recent years, with lasers largely replacing deep peels. While clients might be interested in trying out the laser device trend, chemical peels remain popular among millennials due to their relatively mild properties, minimal side effects, and cost-efficiency. The truth is millennials are considered economically disadvantaged compared to previous generations due to lower earnings coupled with debt (such as student loans). For the millennial bride, this may be significant as weddings continue to get more expensive, and couples tend to pay for their weddings themselves. This causes many millennial brides to be budget-conscious when it comes to planning their weddings; consider suggesting chemical peels as a budget-friendly treatment.
Brides can also resort to seeking out microdermabrasion procedures. Using a crystal-emitting handpiece to rub away outer layers of the skin, microdermabrasion is a naturally occurring and minimally invasive treatment for the millennial bride. Newer methods in this category may include hydradermabrasion, which involves combining simultaneous crystal-free exfoliation and infusion of products into the skin. The process stimulates collagen production and maximizes blood flow in a client’s skin.
Dermal fillers comprise the second most popular minimally invasive procedure in facial aesthetics in the millennial population. Hyaluronic acid fillers remain the most popular, followed by calcium hydroxylapatite (e.g. RADIESSE®), and facial fat-fillers. Per the ASAPS’s most recent reporting, there were over 3.4 million filler procedures in 2020, 77% of which utilized hyaluronic acid fillers. Given their lasting effects and lower potential to induce allergic reactions relative to other classes of fillers, hyaluronic acid fillers have become the preferred filler by medical aesthetic providers. There are a wide variety of fillers available, including Belotero Balance®, Juvederm® Ultra, Juvederm® Voluma, Restylane®, Restylane® Silk, and Restylane® Lyft. These fillers each have unique characteristics, including duration of results and most effective injection areas.
However, it is not the lasting effects or lower potential for allergic reactions that make this procedure popular among millennial brides. Dermal fillers are also known to improve volume distribution, and ultimately achieve balanced facial contouring in a way that is subtle yet noticeable. Coupled with little to no downtime, it is the perfect pre-wedding treatment for brides who want a plumper look.
According to studies, taking selfies at a distance of about 12 inches from the face increases perceived nose size by nearly 30%. This may be caused by the presence of bumps or other abnormalities that are picked up on camera. For brides looking to treat nose bumps or other nose abnormalities that may detract from their beautiful face, many may feel like they need to take drastic measures such as a surgical rhinoplasty. Luckily, minimally invasive non-surgical rhinoplasty (NSR) has become a popular alternative to surgical rhinoplasty.
The first modern study of NSR was published by Han et al. in 2006, which looked at the safety and efficacy of NSR using hyaluronic acid (HA) mixed with autologous fibroblasts. Since HA is a glycosaminoglycan, which is a sugar that naturally occurs inside our bodies, there is no allergy testing required. This procedure consists of injecting the ingredient to fill in dents, create structural changes, and make minor improvements to the nose’s overall appearance. One way to conduct a non-surgical rhinoplasty consultation is by engaging your millennial bride in picture-taking. As Kristen Doezie, MSN, BSN, RN, suggests, “A main concern with weddings is getting good content captured — clients come in wanting to look photo and video ready. I always encourage brides to take photos of themselves from many angles, so we can make sure we’re covering them completely.”
Note that NSR is much less expensive than traditional rhinoplasty and is the preferred treatment for the budget-conscious bride. NSR is reversible with Hylenex®, whereas surgical rhinoplasty is not. Millennial brides looking to correct or enhance their nose’s features with few side effects and minimal downtime find NSR to be the perfect procedure.
From growing up in a rise of geopolitics, technology, and social issues affecting them, millennials understand what they want. Millennials command a significant spending influence in the aesthetics sector and represent the leading age group most likely to consider preventative treatments. Fortunately, providers have a wide range of treatment options available to offer this tech-savvy generation. As Kristen Doezie, MSN, BSN, RN, reminds us, “I think that the pandemic made injectables a little bit more of a household name because people see themselves in video conferencing. So when I have brides come in, they are much more educated and know what's bothering them.” And as wedding season approaches, today's millennial bride is also writing their own rules on how they decide to marry. The provider's responsibility to help brides feel their absolute best is crucial to a successful wedding day.