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who's following whom?
the United Kingdom and the
United States
by David Suzuki
How many times have you heard the statement “it has been
used in Europe for years and
has only recently been introduced
into the United States”? Ironically, on the other side
of the pond, you hear the same
statement about America. Apparently,
we both believe that the grass
is really greener on the other
side, which leads us to the
question, who is really following who?
At the end of the day, what is available to skin therapists
in Europe and the United States is really more similar than
not. The real difference is embedded in each country’s
culture, and the importance that each culture places on the
availability of new science and technology in relation to skin
care. Although America and Europe seem more parallel in esthetics
today than ever, there are still significant differences in
what is considered normal, what is exciting and what is desirable.
The International Society of Aesthetic Plastic Surgeons (ISAPS)
statistics indicate that the United States is responsible for
nearly half of the world’s cosmetic procedures, ranking
No. 1 worldwide in cosmetic procedures performed. The United
Kingdom is ranked third, with a 65-percent increase from the
previous year, leading the European Union in vanity.
Hands down, Botox was the most popular service in both countries,
with a variety of injectable fillers following closely behind.
Both countries have a relatively low percentage of procedures
performed on men; the United States noted 13 percent, while
the United Kingdom noted 8 percent. Additionally, the demand
and growth for noninvasive alternatives in both countries is
staggering, nearly triple the growth of invasive surgical procedures.
“Europeans have a more conservative attitude toward plastic
surgery than their American counterparts for whom radical procedures
such as facelifts and buttock lifts are commonplace,” notes
Luis Toledo, M.D., of ISAPS.
Ironically, it seems to be just the opposite when it comes
to noninvasive-device usage. As the United States has recently “rediscovered” the
idea of integrating noninvasive, age-defying device usage in
skin care, Europe has historically avidly used these devices
in skin care practices.
Because of less restrictions and a seemingly more logical way
of regulating devices in the United Kingdom, the British skin
therapist has access to many more devices and technologies than
their American counterparts. As a result, the foci and trends
of each country, although similar, definitely have their own
twist. Hands down, European skin therapists use much more aggressive
devices than American skin therapists.
One good example is laser. While many skin therapists in the
United Kingdom offer laser hair removal and facial rejuvenation,
LED and like-kind technologies seem to be almost nonexistent.
This is partly because they have very little restrictions on
the use of laser devices as skin therapists, and as such, have
had no reason to consider lower-powered alternatives. Additionally,
because they do not have the U.S. FDA to contend with, the availability
of laser devices in the United Kingdom are seemingly endless,
and the prices are about half of what you would pay in the United
States.
Restrictions placed on American skin therapists, coupled with
the continuous, overwhelming demand for natural, alternative
methods to help defy the hands of time, has literally created
a entirely new market trend within noninvasive-device usage
in America.
This “new” noninvasive-device market, which has
evolved in the United States via demand and regulation, has
stirred quite a bit of interest in the United Kingdom, as well
as other parts of the world. The ironic part about this new
trend is that most of the technology is not necessarily “new” to
Europeans, but rather, technology that has simply been overlooked,
and in most cases under-studied. The U.S. market’s crispness
and competitiveness, as well as consumer demand for scientific
evidence of efficacy, has created an explosive statement that “more
is not better.”
Microcurrent was first introduced to the U.K. market in the
early 1980s via the United States, and quickly soared to a popularity
level that had never been seen before, bringing device-usage
center stage for the British skin therapist. Although the trend
began in America, equipment usage in the states had lost its
way in the late 1980s.
It wasn’t until nearly a decade later that America rediscovered
the idea of combining microcurrent with skin care. This time
around, progressive manufacturers were armed and ready with
complete efficacy supporting their results, as well as complete
protocols that allow microcurrent’s strategical use in
conjunction with other technologies and science.
“Microcurrent has been a mainstay for our skin therapists
for nearly 20 years,” notes Roy Cowley, managing director
of Belle Sante United Kingdom, London, England. “Nevertheless,
as soon as soon as word got out that this was the hottest technology
in America, the buzz started all over again! The new focus of
microcurrent layered with other technology including injectables,
is brilliant. We refer to the new American spin on microcurrent
as ‘aces in their places.’”
In the United Kingdom, three years of college education is
required to become a licensed skin therapist. In the United
States, we are still trying to implement the licensing process
in some states. As a result, the American skin therapist is
absolutely famished for advanced education, filling as many
as 20 large classrooms simultaneously during trade shows.
During my most recent visit to the Professional Beauty show
in Manchester, England, there was not a single manufacturer-sponsored
class offered during the entire show. The British Association
of Beauty Therapy and Cosmetology (BABTAC) sponsored approximately
six classes, each of which attracted no more than 15 onlookers
per class.
“We are only in the beginning stages, however, are definitely
following America in regards to continuing education,” notes
Cowley. “We personally host near 20 advanced microcurrent
classes per year, however, hold them independent of trade events.”
At the end of the day, the United States and the United Kingdom
seem to have a perpetually rebounding relationship, echoing
endlessly across the waters. The perception and new projection
of the echo inherently evolves, and in many cases, becomes something
different altogether, which, in turn, becomes interesting all
over again to the other side!
Regardless of where the ideas begin, our countries seem to
build momentum from one another, trading energy and ideas. The
British are truly our “skin allies.”
David Suzuki, president of Bio-Therapeutic,
Inc., has been an active member of the esthetics and beauty industry
for more than 16 years. An authority on microcurrent technology,
Suzuki conducts educational anti-aging seminars worldwide. To
reach him, call 1-(800) 976-2544; (206) 938-5800; fax (206) 938-0928;
e-mail dsuzuki@bio-therapeutic.com; or visit www.bio-therapeutic.com |
