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Zoom Face Woes? As Aesthetics Procedures Skyrocket Post-Lockdown, Pharma Rolls Out Campaigns

The U.S. aesthetics business is booming. Fillers, fat freezers and the like are garnering interest and spurring marketing campaigns as plastic surgery and aestheticians’ offices reopen after pandemic closures.

Whatever the driving force—months of unforgiving reflections on Zoom calls, the glut of “improve yourself during lockdown” hype or night after night staring at actors and actresses on Netflix instead of real people—pent-up demand is spurring more aesthetic treatments, along with a slew of marketing campaigns to a seemingly game audience.

The American Society of Plastic Surgeons (ASPS) forecasts injectables as the top post-pandemic treatment with 65% of people interested in botulinum toxin procedures. The data, culled from telehealth visits reported by the society’s members, also found the third most popular request among 37% of potential patients were soft tissue fillers. Breast augmentation was second most popular with 44% interested.

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