title: Facial treatment preferences in aesthetically aware women.
abstract: BACKGROUND
  Individuals typically self-identify symptoms of facial aging that lead them to seek facial aesthetic treatments. No systematic data exist to describe preferences for facial areas requiring treatment.
  
  
  OBJECTIVE
  To determine (1) the facial areas most likely to be treated first, (2) the relationship between the most bothersome facial area and the area first planned for treatment, and (3) differences between younger and older women.
  
  
  METHODS
  A total of 603 women aged 30 to 65 years considering aesthetic treatments participated in an online research survey using Maximum Difference scaling.
  
  
  RESULTS
  Maximum Difference analysis revealed that crow's feet lines (CFLs) were most likely to be treated first (82% of the first preferences), followed by oral commissures (74%) and tear troughs (72%). There was a strong correlation between the most bothersome facial area and the area first planned for treatment. In women younger than 45 years, features of the upper face were more likely to be treated first, whereas women aged 50 years or older had an increased preference for treating features of the lower face, with a reduction in preference for upper face treatment.
  
  
  CONCLUSIONS
  This cross-sectional survey suggests that aesthetically oriented women have changing facial treatment preferences with age; however, CFLs are of most concern.
authors.affiliation: *Bay Area Laser Institute, San Francisco, California; †AVA MD, Santa Monica, California; ‡Allergan Inc., Irvine, California; §Watson & Stonehouse Enterprises, LLC, Pacific Grove, California.
authors.forename: Vic
authors.initials: V
authors.lastname: Narurkar
authors.forename: Ava
authors.initials: A
authors.lastname: Shamban
authors.forename: Peter
authors.initials: P
authors.lastname: Sissins
authors.forename: Anthony
authors.initials: A
authors.lastname: Stonehouse
authors.forename: Conor
authors.initials: C
authors.lastname: Gallagher
mesh_terms: D000328:Adult; D000367:Age Factors; D002755:Choice Behavior; D003357:Cosmetic Techniques; D003430:Cross-Sectional Studies; D004954:Esthetics; D005145:Face; D005260:Female; D006801:Humans; D008875:Middle Aged; D012060:Rejuvenation; D015595:Skin Aging