The “Pillars of Confidence” survey, which included 15,000 adult respondents across multiple countries, found that 72% of participants agreed with the statement, “I am confident in who I am.” Furthermore, 74% said self-confidence is tied to overall well-being.
CosmeticsDesign spoke to Terri Phillips, Chief Medical Affairs Officer at Merz Aesthetics, who explained that these findings suggest aesthetic choices are increasingly linked to emotional and psychological needs, rather than just physical enhancement.
Exploring consumer perceptions of aesthetic treatments
“Our new study shows a clear link between how people look and how they feel,” said Phillips. “Aesthetic treatments may come from a place of existing confidence and that confidence may also impact personal well-being.”
The data also shows that 69% of respondents seek aesthetic treatments to reflect how they feel inside. For personal care brands, this presents an opportunity to align product development and messaging with consumer desires for authenticity and self-expression.
“Brands can use these insights to help narrow the gap between internal self and external appearance in a way that’s authentic,” she added.
Consumer perception of aesthetic treatments is also shifting. Phillips noted that 59% of respondents view these treatments as part of routine beauty maintenance, positioning them not as luxuries, but as components of a broader self-care strategy.
“This validates what we anecdotally know to be true,” she said. “Aesthetic treatments are not always perceived as an act of vanity, but as an act of self-care,” a finding that can be extrapolated to relate to overall mental and physical wellness.
The intersection of aesthetics and beauty
The study’s findings indicate a growing demand for hybrid beauty solutions that combine skin care and aesthetic benefits. “According to our data, 41% of global respondents hope to achieve improved skin health from treatments,” said Phillips. “Fields such as regenerative aesthetics are at the forefront of innovation in the industry.”
She also pointed to the potential for cross-sector collaboration. “With the over $400 billion beauty market showing no signs of slowing down, we could see cross-industry education opportunities as the demand for scientifically backed, professionally endorsed products continues to trend across all sectors, including beauty, wellness and much more.”
In addition, social media remains a key influence on consumer decision-making, cited alongside healthcare professionals as a top source of information. Platforms can “can help brands better understand patients’ desires while allowing them to share factual information,” Phillips said. “The focus must be on education and safety.”
Transparency, Phillips emphasized, is essential for brands seeking to establish credibility. “Trust starts with transparency. Brands should be upfront and open about results, safety and the science behind products.”
Real-time industry application of survey findings
Looking ahead, Merz Aesthetics sees a role for skin care and personal care companies in post-treatment care. “There’s an opportunity to develop complementary products that maintain and enhance treatment results,” said Phillips. “By focusing on formulations that support recovery and long-term skin health, brands can help people feel confident not just at the peak results of their treatments, but every day.”
She concluded that the insights from the “Pillars of Confidence” study are intended to support broader industry understanding. “Our goal is to support cross-industry education and help fuel confidence for even more people,” she said.