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Where a visit to the plastic surgeon used to be something special, it has now become the most normal thing in the world for more and more people. Outsiders often think that people change something about their appearance because they are insecure.
According to researchers from Maastricht University, this perception is incorrect. The Dutch are not insecure but primarily believe that a procedure will make them more successful and happier. And that’s not such a far-fetched idea…
Procedures for a better appearance
In recent years, procedures to fill wrinkles, dark circles, and lips with fillers have become increasingly popular. In 2016, 390,000 people underwent such procedures, and three years later, the number had risen to over 450,000. Since many fillers eventually dissolve, it is important to refill them over time. Research conducted by Erasmus University shows that for 1 in 41 women in the Netherlands, this has even become an annual ritual.
The percentage of men visiting a plastic surgeon is much smaller. Only 1 in 8 procedures are performed on men. Besides facial skin fillers, eyelid correction is a popular procedure for both genders. Every year, 20,000 people in the Netherlands undergo this treatment.
Cosmetic procedures are also becoming increasingly accepted among young adults. In 2018, 32 percent believed such procedures should be acceptable. That percentage has now risen to 51 percent. In the same period, not only has acceptance grown, but the willingness to undergo a procedure themselves has increased from 17 to 30 percent. Among young women, botox, breast augmentation, and fillers are popular. Young men are more likely to consider hair transplants, penis enlargement, or liposuction.
The Dutch believe that good looks make you more successful
It is often thought that insecurity drives people to choose plastic surgery. According to Yi Wu, a researcher at Maastricht University, this is not the case. Women living in a materialistic environment, in particular, are more inclined to undergo cosmetic procedures. “Physical attractiveness and materialistic success are often depicted together in the media. Advertisements make us believe that we will be happier and more successful if we are ‘prettier.’ The cosmetic surgery industry benefits from this.”
Wu also understands why facial cosmetic procedures are particularly popular. “The increasing availability of various facial procedures, coupled with the global use of selfies and social media, draws more attention to facial features—especially those perceived as ‘flawed.’”
Does an attractive appearance make you more successful?
It may seem like a superficial approach. Why would someone with an attractive appearance automatically be more successful? Aren’t people judged based on their abilities rather than their looks?
As much as we would like to believe that appearance doesn’t matter, previous studies have shown that it does play a significant role in the workplace. People who fit the Western beauty ideal are generally offered opportunities more quickly than those who do not. This is because we tend to evaluate people positively in other areas if we perceive them positively in one aspect (such as appearance). This halo effect ensures that doors open more easily for some attractive individuals, which directly impacts their salary.
For example, tall and slim people tend to earn more money than those who are shorter or heavier. Studies have even shown that women who pay attention to their hair, clothing, and makeup earn an average of 20% more than women who do not.
Without biases, we’d go crazy
As much as we might want to see things differently, our brains are wired to assess someone’s behavior upon first meeting. Social psychology professor Roos Vonk once said that if we didn’t put people into categories, we’d go crazy. By drawing on our previous experiences and knowledge, we can quickly evaluate people upon meeting them. Since we generally perceive people who conform to the Western beauty ideal more positively, it’s not surprising that someone might want to adhere to it.
A positive impression can lead to certain advantages in life, such as a better chance of earning a higher salary. Of course, countless factors play a role, and not all are within one’s control. It’s not a simple equation with an absolute outcome. But I understand the thought process.
What do you think about this?
Best regards,
Aileen