U.S. health care costs have soared in recent years as a result of a lack of effective, affordable alternatives to traditional beauty products.
But a growing body of research suggests that health care has been evolving into a new form of beauty, and that it’s no longer the job of beauty professionals to promote its use.
The Beauty Medical logo was created in the 1960s to promote the use of the skin as a therapeutic vehicle for a range of medical procedures, including dental, skin, skin grafts, and wound care.
But in recent decades, as health care providers have turned their attention to more holistic approaches to health care, the logo has become a key component of their business, according to a report from the nonpartisan Kaiser Family Foundation.
“When people think of beauty care, they tend to think of cosmetics,” says Sarah Golledge, a senior lecturer in marketing at the Kellogg School of Management at Northwestern University.
She points to the cosmetic and beauty products category as an example of the shift.
A decade ago, cosmetics accounted for just 5 percent of the total cosmetic products market, according the International Beauty Products Association.
But that figure jumped to about 40 percent in the early 2000s, thanks in part to increased interest in skin care products and a surge in the number of cosmetic surgery clinics.
And as demand for cosmetics increased, the cost of cosmetic treatments skyrocketed, according an analysis of industry sales data by The Economist.
That made the cost a huge financial burden for many health care practitioners, who faced rising costs to treat skin conditions.
In some cases, they were paying twice as much for a procedure as the average patient, according a 2016 study by the Harvard School of Public Health.
The price of cosmetic surgeries rose from $15,000 in 2014 to $45,000 by 2020.
Many of the most expensive cosmetic surgeries were performed by dermatologists, who charge up to $200,000, according Kaiser Health News.
As health care continues to evolve into a holistic approach, the Beauty Medical’s logo has been used to emphasize a range, from skin care to wound care to heart surgery, to help doctors make decisions about what treatment to give to patients, according Toobin.
Health care costs are skyrocketing for many Americans.
The average U.K. family of four now spends $13,600 per year on health care expenses, according Bloomberg.
Golledge says that’s because, as the cost per patient increases, health care becomes a much bigger financial burden.
What’s more, the growing number of dermatologists and other cosmetic practitioners have a vested interest in seeing that the logo continues to be used to promote skin care.
“If you’re a dermatologist, you’re the health care practitioner, and you know that you’re going to be seen as a cosmetic practitioner,” Gollendens says.
But it’s unclear if dermatologists are as keen to promote their own brand as they are to help patients.
In a 2014 survey by the Association of American Dermatologists, more than half of the respondents said that dermatologists had little interest in marketing their products, and only about half said they would like to be treated by a dermatology professional, according TOobin.
It’s unclear how much of the cosmetic industry is trying to push the Beauty Health logo into the health marketplace, and if that’s the case, Gollen says.
“The Beauty Health branding is something that’s really going to get more exposure to consumers as the years go on, because the brand has a certain longevity in health care,” she says.
But if the Beauty Healthcare logo does become a part of the health industry, it could be a boon to dermatologists who are increasingly looking for new ways to advertise their services.
Toobin says that while dermatologists may have little interest to promote Beauty Healthcare products, cosmetic practitioners could be encouraged to promote a variety of products to help make their jobs easier.
“If you look at cosmetic surgery, the number one category that is going to come out of that is the use by cosmetic surgeons to promote and promote cosmetic products,” he says.
The Beauty Healthcare Health logo is also a perfect example of how a health care brand can adapt to a new health care industry.
It could be an easy way for doctors and other health care professionals to capitalize on a trend, even if they’re not looking to take on any direct competition.
At the same time, the beauty industry could benefit if it’s able to adapt to the changing landscape of health care.
For instance, there’s a growing trend among health care institutions to incorporate more holistic treatments into their programs.
There’s a lot of work to be done, says Gollinge, but the Beauty Medicine logo could be just the first step.