CURRENT TRENDS IN THE PREFERENCES OF RUSSIAN AND FOREIGN CONSUMERS IN AESTHETIC MEDICINE

A. B. Tsvetkova ()

International Trade and Trade Policy, 2020, issue 1

Abstract: Modern society is very attentive to the external beauty of a person and the mass media promote this as an attribute of success in all spheres of life. Attractiveness and youth are a kind of global trend, turning into adoration. They dictate a change in the values and preferences of the consumers. The purchase of natural and organic products, a healthy lifestyle and the preservation of youth determine the interest in aesthetic medicine. The younger generation of consumers goes further in this trend and consumes aesthetic medicine services proactively. The transformation of consumer behavior is stimulated by constantly comparing themselves to images of celebrities. Advertising messages, blogosphere emphasize the internal advantages of external attractiveness, allowing the consumer to feel more confident. According to generational theory, the behavior of people belonging to different age groups is not the same. Baby boomers and generation X are turning to aesthetic medicine because of age-related changes. Millennials and generation Z are not affected by this problem because of their youth. But, nevertheless, they are actively used by all services for the correction of age-related changes and to improve appearance. They are more afraid of aging than previous generations, because they live in an era of total ageism.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:acl:journl:y:2020:id:358

DOI: 10.21686/2410-7395-2020-1-107-124

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