ARE 99% OF MATURE WOMEN WILLING TO INVEST IN HIGH-QUALITY SKINCARE?
FOUR KEY STRATEGIES FOR KOLS AND MEDICAL BEAUTY MARKETING
A survey conducted by Drive Research indicates that mature women dedicate an average of 22.4 minutes daily to their skincare routines. Additionally, an impressive 99% of these women are willing to invest in high-quality skincare products and services. This presents a significant business opportunity for brands looking to cater to the needs of mature women who seek both time-saving solutions and effective maintenance for their skin. Social media trends show that an increasing number of medical beauty clinics are collaborating with Key Opinion Leaders (KOLs) to share their personal experiences and processes related to medical beauty treatments. AsiaKOL, with our extensive experience in influencer marketing and the exclusive AIE Influencer Evaluation Database, is here to assist brands in identifying the most suitable KOLs for their campaigns. This article will also offer insights into KOL marketing within the medical beauty industry and provide brands with guidelines for their marketing strategies.
1. Four Major Medical Beauty Treatments Shared By KOLs: Laser, Ultrasound, Injections, Skincare
According to a 2024 survey conducted by AsiaKOL using the AIE Influencer Evaluation Database, the medical beauty treatments most frequently shared by KOLs primarily include laser treatments, ultrasound and electromagnetic procedures, injections, and skincare. Among these four options, laser treatments are the most popular. Consumers are mainly seeking anti-aging solutions and flawless skin, which drives the demand for medical beauty services. Additionally, in terms of aesthetics, there is a strong desire for a "natural and seamless" appearance. As a result, non-invasive treatments such as ultrasound, micro-plastic injections, and light medical beauty procedures like laser treatments are continuing to gain popularity among beauty enthusiasts and are frequently promoted by KOLs.
Here are some case studies highlighting different experiences with beauty treatments. KOL @local_mom_ellie shared an in-depth look at her picosecond laser treatment through a series of photos and detailed descriptions of the process. She later posted the results of her treatment, allowing her followers to anticipate the effects of her next update. Besides, the well-known influencer @HelloCatie documented her experience with Thermage FLX treatment by sharing a reel on Instagram that showcased her journey before, during, and after the procedure. She mentioned that she undergoes this treatment annually and enjoys a strong interaction rate with her audience. Last but not least, @TsaiAGa approached the topic of medical beauty treatments with humor, using role-playing to address common concerns and questions. He also shared his personal experiences during the consultation process and the Botox injections.
2. Distribution Of Medical Beauty KOLs By Field: Fashion And Trends, Beauty Care, And Travel
According to a statistical survey by AsiaKOL, KOLs in medical beauty and micro-plastic surgery primarily focus on fashion and trends, beauty care, and travel. Their content is mainly shared on platforms like Facebook and Instagram. Beauty and skincare influencers are noted for their high level of professionalism, while fashion influencers earn considerable trust from netizens due to their emphasis on appearance. Additionally, many travel KOLs often work outdoors and spend time in the sun, which necessitates regular visits to clinics for skin care. KOLs typically use before-and-after photos, along with text comparisons, and utilize reels on Instagram to document the pre-operative consultation, the injection process, and the results following the procedure. This approach allows consumers to quickly understand the entire process of medical beauty treatments.
3. Four Major Forms Of KOL Medical Beauty Marketing: Pre- And Post-Operative Comparison, Detailed Records Of Real Experience, Recommendations From Authoritative People, And Foreign Medical Beauty Experiences
The sharing and marketing methods used by KOLs in medical beauty and micro-plastic surgery can be categorized into four main types: before-and-after surgery comparisons, detailed records of real experiences, recommendations from authoritative figures, and insights into foreign medical beauty experiences. Most influencers typically combine these four approaches in their content. For instance, if they are authoritative people such as doctors or professionals, sharing before-and-after comparisons along with personal experiences tends to be more convincing. Additionally, medical beauty treatments are currently more affordable in countries like South Korea and Thailand, leading many influencers to share detailed accounts of their experiences with these procedures.
(1) Before-And-After Surgery Comparisons
In the case studies comparing before and after experiences, KOL @nickwang1988 treated his mother and wife to a medical beauty treatment as a Mother's Day gift. He showcased the differences in results by sharing before-and-after comparison pictures, aiming to attract netizens to try the treatment themselves. On the other hand, @TsaiAGa recorded the entire medical consultation and treatment process in a long video on YouTube. He then shared before-and-after photos through a combination of pictures and text. His social media post began by addressing common concerns, such as forehead wrinkles, and clarified misconceptions people might have about the treatment, like the fear of ending up with an unnatural appearance. His natural and relatable sharing sparked lively discussions among followers. Additionally, @fatlin0617 expressed the joy of undergoing cosmetic surgery alongside her mother, celebrating their journey to beauty together. She also shared their before-and-after photos, which further emphasized the impact of a mother-daughter experience when seeking these treatments.
(2) Detailed Records Of Real Experiences
Many individuals are hesitant to try medical beauty treatments due to a lack of understanding of the principles, steps, and methods involved. To address these concerns, KOLs can create detailed videos that transparently document the process of medical beauty treatments. For instance, @Dannybeeech shared her journey of breast augmentation on YouTube, including her motivation, consultations with the doctor, and post-operative experiences. In her long video, she also addressed subscribers' questions, making her account more convincing. Another well-known KOL, @Da_chien_huang, documented the entire process of myopia laser treatment through Instagram Reels. He shared his feelings and state of mind during the experience, which sparked widespread discussion among netizens and resulted in high engagement. In a different approach, YouTuber @Crowndu explained how her skin condition deteriorated due to endocrine disorders. She discussed common skin care myths and illustrated how medical beauty treatments can improve skin moisture retention. She shared her experience from consultation to receiving the Belotero Revive injection, which prompted many inquiries from netizens about the treatment.
(3) Recommendations From Authoritative Figures
Today, many KOLs are both doctors and influencers in the field of medical aesthetics. For instance, Chuang Celina Ying Yen, a specialist in treating acne scars, runs a self-media channel where she invites authoritative doctors to discuss medical beauty knowledge. They provide insights into necessary treatments, along with professional explanations of ultrasonic procedures, making the information more credible. Another example is @Bluepigeon0810, a pediatrician who has shared his personal experiences with medical freckle removal, sparking curiosity among his subscribers. Additionally, @Dr__marcus__ used to be invited by the CSCSM (Chinese Society of Medical Aesthetics) to explain the principles of medical aesthetics and the appropriate injectables for various situations. He also posted video clips of his explanation on his personal Instagram account. His detailed yet easy-to-understand presentations help followers grasp the relevant knowledge quickly.
(4) Foreign Medical Beauty Experiences
Medical beauty is experiencing a significant boom abroad. Many KOLs now incorporate medical beauty trips into their travels, with some even flying overseas specifically for these treatments. For instance, KOL @bgirl_anlei shared her experience of undergoing medical beauty treatments while visiting South Korea. She highlighted both the benefits and common concerns associated with Korean medical beauty in a short-form video. Similarly, KOL @tramy888 explored Korean medical beauty through the recommendation of a local friend and shared treatment prices in a short video to engage her audience. Additionally, YouTuber @Alun7385 documented his family's journey to Korea for medical beauty treatments, discussing the results and recommending products after the procedures, all from a genuine and relatable perspective.
4. The Important Role Of KOLs In Medical Beauty Marketing: Authentic Testimonials Build Trust
Due to the unique nature of medical beauty marketing, KOLs can significantly enhance customer trust by sharing genuine testimonials based on their personal experiences. This authentic promotion can play a vital role in encouraging potential customers to consider various treatments. Furthermore, selecting KOLs whose attributes and personal images align well with the brand can greatly boost the reputation and performance of a medical beauty clinic. In the past, AsiaKOL has successfully assisted medical beauty brands with KOL marketing projects. We specialize in helping brands identify suitable KOLs and develop creative marketing strategies. If you are interested in our services, please don’t hesitate to reach out to the AsiaKOL team.
