The global cosmetic surgery market has witnessed a drastic expansion in recent years. An increasing number of women seek cosmetic surgery for appearance ‘improvement’ and, worryingly, their age is getting ever younger. To better understand women’s views towards cosmetic surgery, particularly from a cross-cultural perspective, Yi Wu and her colleagues conducted two studies. They investigated Chinese and Dutch women’s attitudes towards cosmetic surgery in a questionnaire and interviews. They aimed to investigate why women across the globe consider cosmetic surgery despite its associated health risks such as nerve damage, functional impairment, addiction, and in rare cases even mortality.

To be 'pretty', is to be successful

Overall, Chinese and Dutch women share many similarities in their opinions about what might affect cosmetic surgery consideration. This finding supports the fact that undergoing cosmetic surgery has become a global phenomenon, and the factors related with it may generalize across cultures. Facial cosmetic procedures are most popular: “Potentially, the increase in the different types of facial procedures available, and the worldwide usage of ‘selfies’ and social media, may promote attention to facial features, particularly those that are perceived as ‘flawed.”, says Wu.  

Those with higher materialistic beliefs are most likely to consider cosmetic surgery. This is contrary to the believe that insecurity about looks is the main indicator. Women who might undergo cosmetic surgery feel that being pretty makes them more successful and happier in life.

Wu sees consumerism, which stresses having materialistic possessions as the key to life satisfaction, as the main cause for this attitude: “Physical attractiveness and materialistic success are often depicted together in mass media. Advertising makes us believe that we are happier and more successful if we are ‘prettier’ and the cosmetic surgery industry is benefiting from this”.

A surprising difference

Although not the main indicator, body satisfaction does have an influence. Surprisingly, Chinese and Dutch women are opposites in this. Chinese women with higher levels of body appreciation are more likely to undertake cosmetic surgery. This is contrary to the general (Western) belief that being okay with your body makes one less likely to feel the need to adapt ones looks. Yet, for Dutch women, body appreciation means to accept, feel positive, and respect one’s body, regardless of how it looks. In contrary, Chinese women see body appreciation as giving attention to your body in a way to improve it.

The researchers hope that their study will inspire the advancement of psychosocial interventions to help women develop a healthy body image, for instance, by improving women’s self-image and countering the effect of advertising on cosmetic surgery.

Click here to read the full study, which was published in PLOS One.