A Reflection on Ageism, Empowerment, and Responsibility
By Piroska Cavell, Clinical Director at C.H.L
Originally featured in Consulting Room Magazine, this article explores the delicate balance between ageism and aesthetic treatments in modern medical aesthetics. As quoted in the piece:
“I, for one, am not comfortable as a woman and as a medical practitioner encouraging patients to find fault with themselves and develop self-loathing to a greater or lesser degree. Is this what we are manipulating our patients to believe with our marketing messages?”
A Time for Reflection
In the ever-evolving world of medical aesthetics, there is a powerful conversation gaining momentum—a conversation about how we speak to our patients, how we present our services, and what messages we are truly sending. As aesthetic practitioners, it is vital we take a moment to reflect. Are we promoting self-love and confidence? Or are we unconsciously encouraging self-criticism in the pursuit of perfection?
Culture, Media and the Ageing Narrative
Recently, two striking films have sparked fresh discourse on age, beauty, and societal expectations: The Substance featuring Demi Moore, and The Last Showgirl starring Pamela Anderson and Jamie Lee Curtis. These films highlight not only the pressures placed on women to look youthful but also the emotional toll of these expectations.
Icons and Enhancements
At first glance, these icons appear age-defying in the most graceful way. Yet, those of us in the aesthetic industry understand that natural-looking results often come from expert treatments. The balance between embracing age and enhancing appearance is a nuanced one.
The Substance: A Mirror to Our Messaging
In The Substance, the central theme revolves around becoming “a more beautiful, stronger, perfect version of yourself”—a phrase uncomfortably familiar to many of us in aesthetic marketing. It forces us to ask: Are we perpetuating a harmful ideal? Are we marketing “The Substance” without realising it?
The Last Showgirl: The Ageing Double Standard
Meanwhile, The Last Showgirl touches on another sobering truth: despite experience and talent, signs of ageing can signal the end of a woman’s perceived value in certain careers. These narratives mirror the subconscious messaging found in much of the aesthetic industry’s advertising—often reinforcing the idea that ageing equals invisibility.
The Role of the Practitioner
As a practitioner and a woman, I find myself questioning the integrity of this approach. Should our marketing hinge on encouraging people to find fault with their appearance? We must recognise the vulnerability of our patients and the responsibility that comes with their trust. Subtle suggestions can shape self-perception more powerfully than we may intend.
The Science and Psychology
There is a growing body of robust scientific research confirming the psychological benefits of well-delivered aesthetic treatments. Numerous studies have shown that patients who undergo aesthetic procedures often experience measurable reductions in anxiety and depression. These treatments, when approached ethically and appropriately, can lead to significant improvements in self-esteem, mental well-being, and overall quality of life. It is essential to understand that this is not just anecdotal—the evidence supports that good aesthetic interventions can have a genuine, positive impact on mental health.
But where do we draw the line?
In my own experience, the conversation is no longer one-sided. There is a growing backlash from individuals who condemn aesthetic treatments entirely—often targeting women and practitioners alike. At C.H.L, we’ve experienced this first-hand, with posters defaced by messages like “Body Fascist” and “JUST BE YOU”. These responses stem from the same cultural conflict: What is the “right” way to age?
Marketing with Purpose
It is not enough to provide excellent treatments. We must also commit to responsible, empowering communication. That starts with our marketing.
Emotive Messaging Done Right
Rather than selling the idea of flawlessness, we can highlight the power of subtle enhancement, self-care, and body positivity. At C.H.L, we focus on revealing our patients’ best features, supporting them in feeling strong, confident, and beautiful in their own skin. Our treatments support this vision from the inside out—across skin, body, hormone health, and lifestyle medicine.
The Future of Aesthetic Messaging
Yes, we run a business. Yes, emotive marketing draws attention. But that emotion can be grounded in self-love, not self-loathing.
Let us redefine the aesthetic narrative. One that encourages reflection, not rejection. One that uplifts, not undermines. And one that empowers our patients to love themselves at every age.
