Insights on Thailand's Perception of Beauty and Plastic Surgery

A recent study conducted by Ipsos Thailand over 500 Thais aged 18 and over shows that two-thirds of Thais are confident in their appearance. However, 87% of the respondents either approve of or view plastic surgery positively––an overwhelming majority. This comes in contrast to an established expectation that the increasing prevalence of social media in Thailand has contributed to a growing dissatisfaction of individuals’ own bodies amongst the population.

Most importantly, the finding sheds light on the growing opportunity for actors in the beauty industry to capitalize on Thai society’s liberalizing attitude towards plastic surgery while capturing the nuances of Thai society’s perception of beauty as a whole.

Here are five key takeaways from this study:

1. Men and women are equally confident in their appearance

Our study finds no significant difference between the level of confidence amongst men and that amongst women. This confirms the validity of an important industry trend, in which beauty products begin to target men as much as women.

2. The older, the less confident – but also less likely to get a plastic surgery

One would expect a generation barely aware of a life without social media to experience the least confidence in their own appearances. Our study contradicts the expectation and shows ageing as a reliable predictor of a corroding sense of confidence in one’s own appearance. On the other hand, despite lessening levels of confidence, the older cohorts are less approving of plastic surgery and less likely to go through one than the younger generation. These two contradicting trends shed light on the generational divide in Thai society’s acceptance of plastic surgery.

3. The rich, the married, and those with kids amongst the most confident

Survey results indicate that the rich, the married, and those with kids are groups expressing confidence at levels higher than the sample average. 75% of high-income respondents, that is 3 in 4, express satisfaction in how they look now. Together with 73% of married respondents and 79% of respondents with children, these three demographic groups express the highest level of confidence amongst any other groups.

4. Confidence in appearance does not preclude approval of plastic surgery

An important takeaway: neither the desire for plastic surgery nor the approval of it depends on one’s insecurity towards one’s appearance. In contrast to 67% of respondents who expressed confidence in their appearance, an overwhelming 87% of all respondents approve of plastic surgery. Most see the desire to improve one’s appearance as a personal decision that one has the right to make.

5. Desire to be attractive, most important factor in getting plastic surgery

Of the 38% of respondents who indicated that they have either considered or done plastic surgery, 88% agreed that it was primarily to improve their own appearances. More surprisingly, 8% of those who have had plastic surgery or are interested in getting one wanted to improve their face to conform with physiognomic standards. In other words, a not-insignificant portion of current and prospective plastic surgery patients believe their luck in life could be ultimately improved by altering their facial features.