By Rosie Wilson

New research conducted on behalf of RealSelf by Zeitgeist Research has found that 20% of women in the USA are currently pursuing or intending to have a cosmetic treatment.

The survey comprised 5,053 women aged between 18 and 64 years old. Of these, 87% claimed they were unhappy with at least one area of their body. In addition, of the 20% who were open to the idea of a cosmetic treatment, 67% of these would consider surgical intervention.

The survey also explored the motivation for cosmetic surgery, and found that 65% of women wanted to feel more comfortable with themselves, whilst 29% of the respondents were considering cosmetic work due to a milestone event.

CEO of RealSelf, Tom Seery, said:

“While the total market has previously been calculated by the procedures performed in the past year, we can see that the total addressable market is actually far greater. As cosmetic procedures continue to become mainstream, millions of women are overcoming social stigma to pursue cosmetic changes they have been researching, often for years.”