Bob Rhatigan is the CEO of Merz Aesthetics.
Today’s health and beauty consumers have very different priorities and expectations than they did a generation ago.
Over the past two decades working in the medical aesthetics industry, I’ve seen many trends come and go. Social media has exponentially increased consumers’ awareness of products and treatments available in the market. Constant information-sharing can help demystify aesthetic treatments, especially among younger adult consumers. At the same time, the volume of information has made it more difficult for practitioners because misinformation can spread just as fast as facts.
Merz Aesthetics has invested heavily in both qualitative and quantitative research, as well as building close partnerships with healthcare professionals who interact directly with patients every day. This research and my own experience have highlighted three primary insights on how health and beauty brands can align with evolving consumer needs.
1. Use Data To Drive Action
Fast-moving consumer trends can cause your brand to lose sight of what your customers want. Some brand leaders hold on to outdated assumptions or misconceptions. Others rush into new developments without basing them on scientific evidence. In my experience, the businesses that succeed stay anchored to a clear brand position and invest where their data leads them. Know when to stay steady and when to pivot to meet your consumer needs.
In 2025, my organization conducted a global consumer perception survey about the relationship between aesthetic treatments and confidence to better understand patients’ motivations. The data from this survey confirmed what many of my colleagues and I instinctively knew but many brands got wrong: Feeling good and looking good were intertwined for people seeking aesthetic treatments. They weren’t trying to fix themselves or make up for a lack of confidence; 72% of survey respondents said they already felt confident in themselves, and 69% said treatments were a way “to reflect how they feel inside.”
Aesthetic treatments are becoming far more normalized; what was once considered an indulgent luxury is now a routine part of self-care for many consumers. Part of this evolution, I believe, is consumers realizing that beauty treatments are most desirable when they yield natural-looking results.
2025 McKinsey research also supported the idea that “the lines between beauty and wellness continue to blur,” especially for younger consumers who consider anti-aging treatments “preventative.” In the U.S., 46% of consumers, and 53% of Gen-Z consumers, “reported that they spent more on cosmetic procedures in 2024 than in 2023.” In my company’s consumer research, we found that 75% of 25- to 44-year-olds use medical aesthetic procedures for “prejuvenation,” or preventative measures that are part of their beauty routines.
2. Balance Long-Term Vision And Ongoing Research
It’s a constant balancing act. You want to remain true to your brand’s long-term vision and strategy. You also want to adapt to meaningful industry trends without getting whiplash from chasing the latest fads. Stay consistent with your product and brand positioning. You can tweak the messaging or campaigns behind your positioning in any given year, but your fundamental premise and core values of a product should be constant over time.
I’ve found that the more sustainable trends won’t shift in the course of a year, but it’s worthwhile to do a substantive consumer pulse check at least every two or three years.
Every three years, my business conducts consumer journey mapping across the major global markets where we have a presence. This quantitative survey is designed to understand what factors shape a consumer’s journey from awareness to use of a product or brand. What motivators and barriers are they encountering in each phase? They may be seeking information about treatments through social media, friends, family and peers. But they may also have a misunderstanding about what a particular brand or product can do.
Consumer journey mapping helps you clarify the messaging and marketing efforts that will be most effective for your target audience. What do people need to know before they are ready to seek a first treatment? What leads to stickiness with your brand, motivating them to get follow-up treatments and, ultimately, stay loyal to your brand?
3. Gather Data From Your Front Line
The healthcare professionals who have direct, day-to-day contact with your consumers often provide the most valuable consumer intelligence. Make sure you are speaking with these people regularly and asking for their input as you develop your marketing and sales strategies.
My business works closely with the healthcare professionals who actually deliver treatments to consumers. They talk to, assess and treat patients day in and day out, and they have strong insights into how tastes, needs and interests are evolving among consumers. We hold frequent advisory board meetings where we gather healthcare professionals from different parts of the world to discuss emerging trends. What they are seeing and hearing in their interactions with their patients can validate new ideas with real-world data and inform our overall go-to-market strategy. For example, the demographic shift toward younger adult patients seeking medical aesthetics treatments came up in our conversations with healthcare professionals before any formal research captured it.
Modern health and beauty consumers are well-connected and well-informed. They are seeking information from a variety of sources, and it’s important for you to stay attuned to where they are spending their time and who they are listening to.
Remember that you’re playing the long game, finding the right balance between brand positioning and customer centricity. You can maintain a consistent long-term strategy and vision while also staying curious about how to adapt your messaging and go-to-market strategies to reach your consumers where they are right now.
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