Polling women in Singapore, Malaysia and Thailand, figures from the ongoing programme reveal that more than half of respondents between the ages of 15 and 44 see cosmetic surgery as a matter of personal choice. According to Universal McCann Asia Pacific insights director Natalie Morley, the improving perception of cosmetic surgery is being driven by TV shows such as Nip Tuck and Extreme Makeover.
"In the past, Asian women have kept their interest or involvement in cosmetic surgery a closely held secret, but these new TV shows bring the subject into the open -- and people are changing their attitudes," said Morley. "The important thing for marketers is to realise how important the appearance and self-care area is becoming."
Morley also noted that the popularity of these kinds of reality shows opens up product placement opportunities for these industries. However, despite the increasing acceptance of cosmetic techniques, there is no rush by Southeast Asian women to undergo these procedures themselves; only five per cent of respondents are willing to go under the knife.
