Bob Rhatigan is the CEO of Merz Aesthetics.
Our organization is grounded in the idea that “your success is our success.” We believe that success isn’t only about the products we sell; it’s about the deeper connections we create with our customers, employees and patients. Customer centricity is in the DNA of everything we do. This belief led us to undertake one of the most robust consumer perception studies in the medical aesthetics industry.
We recently surveyed 15,000 adults across 15 countries to explore the relationship between aesthetic treatments, confidence and self-perception. As business leaders, we have a responsibility to understand the deeper motivations of our customers and use those insights to guide every decision we make.
The Power Of A Purpose-Driven Business
We define our organization’s purpose simply: We exist to fuel confidence by helping people look better, feel better and live better.
For years, the conversation around medical aesthetics focused on surface-level benefits, such as reducing wrinkles, tightening skin and enhancing features. But the results of our study showed us that people are looking for more than cosmetic enhancements.
We found, globally, that 72% of respondents agreed with the statement, “I am confident in who I am,” and 69% seek aesthetic treatments to reflect how they feel inside. After getting treatments, 69% reported feeling free to take on new experiences, and 73% said they felt empowered. Our research provided the data to support what many practitioners and their patients have instinctively known. Aesthetic treatments don’t just enhance physical appearance; they help people align their self-perception with their outward appearance.
It is sometimes perceived that the choice to get aesthetic treatments comes from a place of insecurity. However, our study insights demonstrate that most people seeking aesthetic treatments are already confident and that aesthetics can help empower individuals and help support them on their self-confidence journey.
Data-Driven Decision-Making For Business Growth
In any industry, assumptions can be dangerous. The most effective business strategies aren’t built on intuition; they’re built on data and deep consumer understanding. That’s why we took the time to conduct this research to gain clear and actionable insights on the powerful connection between aesthetic treatments and confidence.
When we speak to our audience, we must acknowledge why individuals are seeking treatments and not just what the treatments do. This is where businesses in every industry can benefit from reliable data to inform how to communicate with customers and better serve their needs.
Creating Customer Loyalty Through Insight Sharing
Far too often, companies focus solely on selling rather than educating. Time and time again, I’ve seen brands that treat every customer interaction as a transactional opportunity, rather than a relationship-building moment.
With this study, we are not simply telling customers why our treatments are effective; we’re providing data that validates what they see in their practices every day.
This level of transparency builds trust and long-term partnerships. Patients and medical aesthetics professionals want to know that we are committed to the industry’s growth, not just our own success.
Empowering Employees With A Strong Sense Of Purpose
Data is a powerful tool for internal engagement as well as for external stakeholders.
We shared our study findings widely across our global teams and provided the tools to bring this data to life in workspaces globally. Employees who see the impact of their work firsthand feel more connected to our purpose. We want people to be reminded every day of the impact their work has on enhancing people’s confidence and well-being. When they speak with colleagues, friends or family about what we do, they can confidently say, “We are making a real difference in people’s lives.”
Lessons For Business Leaders Across Industries
The lessons we’ve learned from this study extend beyond the medical aesthetics field. Any business looking to build stronger connections with customers and employees can apply these principles.
• Listen deeply: Use research and data to understand what truly drives your customers. Look past surface-level assumptions, and engage in active listening to uncover the emotions, motivations and needs that influence their decisions.
• Make your purpose real: Don’t let your purpose be just a tagline. Embed it into everything you do. Every product, service and customer interaction should reinforce your company’s core values in a way that employees and customers can see, feel and believe in.
• Share insights, not only sales pitches: Providing valuable knowledge builds long-term trust and relationships. When you equip customers with meaningful data and industry-wide perspectives, you position yourself as a trusted partner, rather than just another vendor.
When your business prioritizes authenticity, data and transparency, you establish a trajectory for fostering growth and creating a lasting impact. You have the opportunity to connect product, purpose and pride—and when you do, the results speak for themselves.
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