Social media influences aesthetics industry

People are increasingly conscious about their skin due to the influence of Instagram, says Looi

by NUR HAZIQAH A MALEK/ pic by RAZAK GHAZALI

WITH the mushrooming of aesthetics services these days, who would have believed that once upon a time even the anti-ageing and scar-healing injection was considered bad?

According to Novena Global Lifecare marketing associate director Looi Ping, social media and its role in influencing more appearance-conscious individuals have facilitated the growth of the industry.

“People are increasingly conscious about their skin maintenance and appearance, which I think is due to the influence of Instagram.

“Even students are willing to shell out money, and they want it fast, because not everyone has the time to lie down for two whole hours for a facial treatment,” she told The Malaysian Reserve at the launch of Novu Aesthetics’ latest treatment, the Novu Acne-Dote which is available exclusively in Malaysia.

The clinic’s label of “fasthetics clinic” — short for fast aesthetics — is taken from its key principles: Safe, fast and effective methods.

Its latest anti-blemish programme is a 20-minute procedure, which includes its signature P+ laser coupled with Cica Soothing Ampoule and topped off with photodynamic therapy to keep the zits away.

The service starts with a basic skin cleansing to remove make-up and other skincare products, then with laser, it exfoliates dead skin cells, thus revealing a brighter skin tone underneath.

This is followed by the Korean Cica Ampoule mask which calms inflamed and sensitive skin while speeding up skin reparation, as the photodynamic therapy tackles acne-causing bacteria, balances oil production and reduces redness.

Clients can opt for an additional 20 minutes with ion fusion and Vitamin C essence from the Australian Kakadu which helps lighten acne wounds and heals damaged skin. The express programme is available at RM128. As an introductory offer, students can have the treatment at RM99.

Looi said the programme is only available in Malaysia as the demographics and skin types are best suited for the treatment.

“Our clinic here in Sunway Pyramid is especially surrounded by university students, and we developed this service because we received a lot of inquiries about it,” Looi said.

Currently, Novu Aesthetics is available in over 40 clinics in eight countries, including Singapore, China, Myanmar, Spain and Malaysia.

Looi said Novu Aesthetics received some backlash from aesthetic doctors when it was first founded as it disrupted their industry.

“Because we are fast and more affordable, we are proud to have been the disruptors,” she said. She added that Novu Aesthetics can provide cost-effective treatments due to its state-of-the-art technology.

“We integrate technology from a Kosdaq-listed Korean manufacturer with a global chain of medical aesthetics clinics,” she said.

Looi added that a good skincare method, which includes attending doctor-approved treatments, therapist treatments and suitable homecare pro-ducts, leads to positive first impressions.

“While we do want our customers to come for skincare services, it is also important that they maintain a good skincare routine.

“It depends on their skin type, but the most important part is to double cleanse and apply sunscreen to protect the skin from ageing,” she said.

She added that for acne-prone skin, however, there are two main tips:

“First, don’t overwash your face. Just because your skin has acne, doesn’t mean you should wash your face too much. Secondly, don’t share skincare products with others, unless you have the same skin type.

“Using incompatible skincare products can really lead to breaking out,” she said.

The aesthetics clinic offers a wide range of products, such as its Active Series for those with active lifestyles and who spend most time outdoor, and its Enliven series for mature skin.

Meanwhile in Malaysia, the aesthetic industry consumer protection group was founded in May.

The move was made to protect consumers from unqualified aestheticians as there had been a rise in reports of low-priced services victimising consumers, especially in cosmetology, plastic surgery, treatment and injection.

Certified medical aesthetic professionals have established the Malaysian Aesthetic Industry Education and Consumers Association, alongside Consumer Coordination Unit, which will resolve consumers’ complaints related to such issues, while educating clients against potential frauds.

There are approximately 20,000 non-certified aestheticians in comparison to 200 certified holders of professional qualifications.