Increased demand for aesthetic treatments due to the ‘video call effect’

Learn how the video call effect influenced demand for aesthetic treatments after the first COVID-19 lockdowns and which treatments attracted the greatest interest.

Since the beginning of the COVID-19 pandemic, the use of tablets, computers and mobile phones for video calls increased considerably, both for work and for staying in contact with family and friends.

Spending more time seeing ourselves on screen appears to have made some people more aware of facial features they had either not noticed before or had not previously considered a concern. Our specialists in facial aesthetic medicine observed increased interest in treatments for concerns such as dull-looking skin, skin laxity, under-eye circles, expression lines and the appearance of the nose on camera.

This phenomenon — often referred to as the video call effect or Zoom effect — was not exclusive to the COVID-19 pandemic. Even before then, studies had examined how social media, selfies and video calls could influence the way people perceive their appearance and their interest in aesthetic procedures. However, the substantial increase in video communication during and after the first lockdowns brought the phenomenon to a much wider section of the population.

Is the video call effect really that significant?

Patients commonly reported that their under-eye circles looked more pronounced, their skin appeared less firm, their lower face or neck looked heavier, their pores appeared more visible, or that expression lines became more noticeable when they saw themselves moving on screen. Some also felt that their nose looked larger.

Several technical factors can influence how the face appears on a screen, including camera angle, focal length, image quality, lighting and the distance between the camera and the face. Wide-angle lenses used at close range, for example, can distort facial proportions and make central features such as the nose appear more prominent. At the same time, seeing ourselves repeatedly in motion may make us more aware of facial expressions and dynamic wrinkles that are less noticeable in a mirror or static photograph.

During the lockdown period, our consultations were not limited to urgent cases, worsening pre-existing conditions, postponed surgery or ongoing medical treatments. We also received enquiries from patients interested in aesthetic treatments once in-person consultations and procedures could resume.

Aesthetic treatments after lockdown

After the first lockdowns, we observed increased interest in comprehensive skin and facial care. Some patients wanted to address changes they associated with stress, anxiety or disruption to their usual skincare routines. Others simply wanted to resume treatments that had been interrupted during the restrictions.

Options used during this period included biostimulation treatments, chemical peels and laser procedures, depending on the patient’s skin and individual indication. Reduced sun exposure during lockdown also meant that some patients could be considered for certain laser procedures at times when significant recent sun exposure would otherwise have required treatment to be postponed.

We also treated patients whose pre-existing dermatological conditions had worsened during this period, including acne, rosacea and psoriasis.

Some of the aesthetic concerns associated with the video call effect persisted after the end of lockdown restrictions, possibly because online communication had become much more firmly established in everyday life.

Below are some of the concerns most frequently raised by patients.

Aesthetic concerns associated with the video call effect

We observed particular interest in treating under-eye hollows and skin laxity, especially in the lower third of the face and neck.

Although demand remained higher among middle-aged women, we also saw growing interest among younger patients, who tend to use social media and video-based communication more frequently and may therefore be more exposed to images of their own appearance.

Reducing the appearance of under-eye hollows

In selected patients, dermal fillers may be used to improve the appearance of under-eye hollows. By restoring volume in an anatomically appropriate way, these treatments can reduce shadowing and make the transition between the lower eyelid and cheek appear smoother. Depending on the cause of the dark circles, laser or other treatments may also be considered when pigmentation or vascular components are present.

Treatment is performed in consultation and the duration depends on the technique and individual case. Results and longevity vary according to the product used, the patient’s anatomy and other individual factors.

This approach is not suitable for every type of under-eye concern. Prominent fat pads or significant eyelid bags, for example, may require assessment by a surgical specialist.

Treatments for facial skin laxity

For selected patients with mild to moderate facial laxity, biocompatible thread-based treatments may be considered. These procedures are designed to provide mechanical support to the tissues and may also stimulate collagen remodelling. They are most commonly used in areas such as the lower face and jawline.

The procedure is performed in consultation under local anaesthesia.

The threads are inserted beneath the skin following a carefully planned trajectory and positioned within the subcutaneous tissues.

Recovery is generally relatively short, although patients are usually advised to avoid activities that involve significant manipulation of the treated area for several days. These techniques may be useful in appropriately selected patients with mild or moderate laxity, but they are not equivalent to surgery and are not suitable for more advanced tissue descent.

These techniques may be useful in appropriately selected patients with mild or moderate laxity, but they are not equivalent to surgery and are not suitable for more advanced tissue descent.

Treatments aimed at improving skin quality associated with the video call effect

Some of the treatments that attracted interest during this period included:

Biostimulation

Certain biostimulation techniques use the patient’s own blood-derived products. A blood sample is processed to separate platelet-rich fractions, which can then be injected into selected areas according to the patient’s indication. These treatments are intended to support tissue repair processes and may improve aspects of skin texture and quality in some patients. Results develop gradually and vary between individuals.

Chemical peels

Chemical peels involve the controlled application of a chemical solution to the skin. Different substances and concentrations are selected according to the indication, skin type and depth of treatment required. Superficial peels may help improve skin texture, certain pigmentation irregularities and some forms of acne-prone skin. Photoprotection is essential after treatment, and recovery depends on the type and depth of peel performed.

Laser skin rejuvenation

Laser treatments can be used to improve specific aspects of skin texture, pigmentation and photoageing. Depending on the laser system, treatment may involve controlled thermal injury or fractional resurfacing designed to stimulate tissue renewal and collagen remodelling. After treatment, temporary redness, flaking or crusting may occur. The duration of recovery varies significantly according to the technology and treatment intensity. Appropriate aftercare and strict photoprotection are important.

Treatments for expression lines

Medicines that temporarily reduce muscle activity can be used to soften dynamic expression lines, such as those affecting the forehead, glabellar area and crow’s feet. Treatment is individualised according to facial anatomy and muscle activity, with the aim of reducing selected expression lines while preserving a natural appearance.

Non-surgical nose reshaping

Another concern frequently highlighted by selfies and video calls is the perception that the nose appears too large. In many cases, this is partly due to camera distortion, particularly when a wide-angle lens is positioned close to the face. However, photographs taken from different angles may also make pre-existing asymmetries or contours more noticeable.

When the concern relates to structural size or a significant bony deformity, non-surgical treatment has clear limitations. However, in selected patients, injections of biocompatible dermal filler can be used for non-surgical nose reshaping, for example to camouflage certain dorsal irregularities, improve contour or modify the appearance of the nasal tip. This is a technically demanding procedure because of the vascular anatomy of the nose and should only be performed by an appropriately trained medical professional. Results are temporary and their duration depends on the product used and individual factors.

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