The aesthetics industry is at a pivotal point, as Gen Z, ages 15-28, emerges as a significant consumer group. Unlike older generations, Gen Z prioritizes self-expression, subtle enhancements and authenticity in their approach to beauty and aesthetics. They have an estimated $360 billion in disposable income and strong influence over their families' purchasing decisions.
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The aesthetics industry is at a pivotal point, as Gen Z, ages 15-28, emerges as a significant consumer group. Unlike older generations, Gen Z prioritizes self-expression, subtle enhancements and authenticity in their approach to beauty and aesthetics. They have an estimated $360 billion in disposable income and strong influence over their families' purchasing decisions.
Medical aesthetic practices must adopt strategies tailored to meet Gen Z’s unique values and preferences. That’s why I want to share some actionable strategies and tactical tips for attracting and retaining this digitally savvy, socially conscious generation in your medical aesthetics practice.
Understand What Drives Gen Z in Aesthetics
To attract Gen Z patients, it is important to understand what drives them to seek aesthetic treatments and procedures. Some strategies include:
- Market Subtle Enhancements. Focus on treatments like preventative Botox, skin health and acne solutions. Use language that aligns with their preference for natural, gradual improvements, rather than dramatic transformations.
Market Subtle Enhancements that focus on treatments like preventative Botox, skin health, and acne solutions for Gen Z.InsideCreativeHouse at Adobe Stock - Highlight Self-Care Benefits. Frame your services as investments in self-confidence and wellness, rather than purely aesthetic. Position treatments like chemical peels or microneedling as part of a holistic approach to health.
- Showcase Diverse Results. Incorporate a wide range of patient stories and before-and-after visuals that represent different ages, skin tones and genders.
Build a Strong Digital Presence
Raised in the era of TikTok trends, Instagram Reels and influencer endorsements, this tech-savvy generation requires medical aesthetic practices to craft a strong online identity—complete with compelling social media strategies, mobile-friendly websites and engaging content that educates and inspires.
A robust digital presence not only positions a practice as modern and relatable, but also builds trust, making it the first choice for Gen Z patients looking to invest in their confidence and self-care.
Social media strategies include:
Posting short-form videos on TikTok and Instagram Reels showcasing patient transformations, FAQs about treatments or “a day in the life of a procedure.”
- Follow trending hashtags and use them to amplify your content reach (e.g., #PreventativeBotox, #GlowUpJourney).
- Host Q&A sessions or live streams to answer questions in real time and demystify treatments.
Update your website to ensure it is mobile-friendly, loads quickly and is easy to navigate. Make sure to add a FAQ section tailored to common Gen Z concerns (e.g., is Botox safe for someone in their 20s?)
Finally, you want to embrace reviews. Encourage satisfied patients to leave testimonials on all your social channels. Make sure these review sites are accessible through links on your website and social media.
Prioritize Education and Transparency
Growing up with a world of information at their fingertips, Gen Z expects clear, detailed education about treatments, safety and results. They want to make informed decisions–free from the pressure of hard sales tactics. Educated patients are confident patients, and for Gen Z, that confidence begins with a practice that values open communication.
Tactical tips include:
- Offer Value-Packed Content. Create a blog or video series answering questions like “How to build a skin care routine” or “When to start preventative treatments.” Use Instagram stories to create quick polls or quizzes, like “Which treatment is right for you?”
- Simplify Costs. Provide downloadable treatment guides with cost breakdowns. Train your staff to clearly explain financing options during consultations.
- Build Trust in Safety. Share “behind the scenes” videos showing how your practice maintains hygiene standards. Post content about your team’s certifications and expertise.
Deliver Personalized and Convenient Experiences
In a world driven by customization and instant gratification, delivering personalized and convenient experiences is key to attracting Gen Z patients to medical aesthetic practices.
Tactical tips include:
- Enhance Booking Options. Add a “Book Now” button to your social media profiles. Implement online scheduling tools that allow patients to select their provider, preferred time slot and consultation in just a few clicks.
- Use Technology. Offer virtual consultations for busy Gen Z patients. Invest in skin analysis software or apps that provide a personalized treatment plan based on uploaded photos or in-office scans.
- Stay Connected Post-Treatment. Send personalized emails or texts with aftercare instructions, exclusive discounts or reminders for follow-up appointments.
Embrace Social Responsibility
Embracing social responsibility isn’t just a value-driven choice—it’s a strategic move for medical aesthetic practices looking to attract Gen Z patients who prioritize brands that align with their ethics and commitment to making a positive impact.
Tactical tips include:
- Showcase Sustainability. Highlight eco-friendly initiatives, like using sustainable packaging for skin care products or adopting paperless documentation. Share content about your partnerships with green suppliers or recycling programs.Promote giving back by organizing charity events or offer free educational webinars on topics like skin care or mental health.Alliance at Adobe Stock
- Celebrate Inclusivity. Use real patients from diverse backgrounds in your marketing campaigns. Train your staff on culturally competent care to ensure all patients feel welcome and respected.
- Promote Giving Back. Organize charity events or offer free educational webinars on topics like skin care or mental health. Partner with local organizations to support community causes.
Leverage Influencer Marketing
Leveraging influencer marketing is a game-changer for medical aesthetic practices aiming to attract Gen Z, as this generation relies on trusted online voices to discover, evaluate and connect with brands that resonate with their lifestyle and values.
Tactical tips include:
- Collaborate with Micro-Influencers. Choose influencers with 5,000–50,000 followers in the beauty, wellness or self-care niches who genuinely align with your brand. Offer free treatments or exclusive discounts in exchange for authentic reviews or posts about their experience.
- Encourage User-Generated Content. Create a branded hashtag (e.g., #GlowWith [YourPracticeName] and ask patients to tag you in their posts. Host a contest where patients can win a free service by sharing their aesthetic journey on social media.
- Feature Real Patient Stories. Ask satisfied patients to share video testimonials about their experience and showcase them on social media and your website.
Foster Long-Term Relationships
Fostering long-term relationships is essential for medical aesthetic practices looking to attract and retain Gen Z patients, who value authentic connections and loyalty with brands that consistently meet their needs and evolve alongside them.
Tactical tips include:
- Loyalty Programs. Create a points-based system where patients earn rewards for referrals, reviews or multiple treatments. Offer exclusive perks, like early access to new services or discounted skin care products.
- Regular Communication. Send targeted emails or texts with tips tailored to their aesthetic goals, like seasonal skin care advice or reminders to book touch-ups. Use personalized messaging to wish them a happy birthday or celebrate a milestone (e.g., 1 year as a patient).
- Exclusive Gen Z Events. Host a “Glow Party” where Gen Z patients can learn about treatments in a fun, relaxed environment. Offer on-the-spot consultations and mini-services like skin care analyses or product demonstrations.
Invest in Your Brand’s Authenticity
Investing in your brand's authenticity is crucial for attracting Gen Z patients, as this generation seeks genuine, relatable practices that reflect transparency, trustworthiness and a clear commitment to their well-being.
Tactical tips include:
- Create a Relatable Voice. Use conversational language in your social media captions, blogs and patient communications. Avoid overly technical jargon—focus instead on how treatments can meet their specific goals.
- Showcase Your Team. Post videos introducing your providers, highlighting their expertise and personalities. Share fun behind-the-scenes content, like staff celebrations or a “day in the life” of your practice.
- Adapt Based on Feedback. Regularly ask for patient feedback through surveys, social media polls or reviews. Act on feedback quickly and publicly thank patients for helping you improve.
Attracting and retaining Gen Z patients is a dynamic process requiring innovation, transparency and an authentic connection to their values. By investing in a strong digital presence, providing education, leveraging social responsibility and delivering personalized experiences, your practice can build lasting relationships with this influential generation.
The key to success lies in staying ahead of trends, embracing technology and consistently demonstrating your commitment to helping patients look and feel their best.
