Two new reports by independent market analyst Datamonitor show consumers’ desire to improve personal appearance is on the rise. Datamonitor expects spending on cosmetic surgery in Europe and the U.S. combined to top US$28 billion by 2011. However, the fastest growing area of cosmetic surgery has been minimally invasive procedures, such as botox injections, which have soared over the last decade.

Furthermore, whilst the added convenience and cheaper cost of minimally invasive procedures have contributed to their rise, Datamonitor’s research reveals that products with added convenience are increasingly being sought after. As such, Datamonitor expects the marketing of professional personal care products as alternatives to cosmetic surgery is the next step in this progression.
 
“Consumers are looking to premium products with professional quality and efficacy levels to answer their personal care needs”, says Matthew Taylor, consumer market analyst at Datamonitor and author of the reports.  “Time-scarcity and the desire to spend more time at home are driving them to seek products that facilitate pampering and functionally effective personal care treatment off-the-shelf.”