Kylie Jenner and other reality stars are said to be fans of fillers already. The fact is, the demand for non-invasive treatment is increasing. But what does that mean for us?
Last month, the Canadian singer The Weeknd posted a selfie on Instagram that looked like he had generously come across dermal fillers: fuller lips, youthful skin, seemingly lifted eyebrows, more prominent cheekbones, and a more pronounced lower jaw. So that's what hid behind the associations: an Instagram face. But of course, the rapper has not put himself under the needle. He wears facial prostheses for his new music video Save Your Tears, which he alluded to in his halftime show at the 2021 Super Bowl when he appeared on stage with an army of bandaged doubles.
Make-up artist Inge Grognard used a similar stylistic device for Balenciaga's Spring / Summer 2020 show. The models' distorted, puffed-up lips and accentuated cheekbones gave the appearance of dermal fillers. The scenery may have been different, and yet both examples comment on the global obsession with "tweakments".
According to an international survey by the International Society of Aesthetic Plastic Surgery, 13.6 million non-surgical treatments were performed worldwide in 2019. 4.3 million of them were hyaluronic acid treatments, a 15.7 percent increase compared to the previous year and 50.6 percent more than in 2015. You could say quite a lot of filler.
In contrast to plastic surgery, fillers are non-invasive, can be removed, and are comparatively inexpensive, even if regular refreshments have to be taken into account. The downtime is minimal and, more importantly, "the treatment is approved by Kylie Jenner". It is often said that fillers let themselves be injected during their lunch break - a "lunchtime treatment", just like others get a coffee. All of this results in that treatment is now considered a normal part of many beauty routines.
"The tweakment culture has been on our minds for a while," said Jenni Middleton, Director of Beauty at WGSN. "It arose from the desire to present our lifestyle on social media ready for the camera at all times. We got used to the perfection that filters deliver and then expected that real life would offer us solutions that could recreate it." Given that we spent the last year in lockdown and, like Narcissus once in the water, are constantly confronted with our own reflection on Zoom, this is a trend that is only likely to get bigger. But where are we on the normal scale at the moment?