Dermatologists, surgeons and skin care professionals are keeping busy with people who wanted permanent body art but have had a change of heart.
Many physicians are investing in laser devices to keep up with the changing technology and patient demands. Sales of aesthetic equipment has grown to about $1.25 billion annually, according to Cutera, a global manufacturer of aesthetic lasers.
The American Society for Aesthetic Plastic Surgery says more than 45,000 people had tattoos removed in 2013, an increase of more than 4,000 procedures from two years prior. Other professional organizations report even higher figures.
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Various demographics are opting for tattoo removal, and communicators can market to them based on the following:
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Mid-life crisis: With age comes wisdom (sometimes), and many who decorated their skin with body art feel they’ve outgrown Tweety Bird and The Replacements.
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Job market: Millennials who have numerous visible tattoos realize employers aren’t as welcoming as they had thought. With a tight economy, ink could be someone’s professional downfall.
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Women: The “tramp stamp” is outdated at PTA meetings and work conferences. The #drunkandtattooed hashtag is often seen on Twitter.
Competing with the other faction
Tattoos can be lightened or removed by non-physicians, which has the medical community concerned. With a busy market, health care providers caution that powerful lasers wielded by non-physicians can be dangerous. The Boston Globe reports that only a few states require a doctor to be on site during a procedure.
“The situation brings worry that skin ailments or other medical issues won’t be identified at tattoo removal clinics,” says reporter Linda Matchan.
Doctors can certainly use this angle in their marketing, but the reality often comes down to insurance.
Those who pursue tattoo removals often opt for non-physicians as the procedures aren’t covered by insurance and can get pricey. Multiple sessions are required, depending on the size and color of the ink. Non-physicians in shops and skin care spas are actively marketing to the aging tattooed demographic as well.
One business, Disappearing Inc., now has two Boston-area locations and is active on Facebook and on local streets in Boston.
Finally, here’s a fabulous tattoo-related story about an 8-year-old girl named Hope. She was born prematurely and is dealing with cerebral palsy and epilepsy. For the past four years, Hope has had to wear leg braces. It hadn’t been much fun, until recently.
According to MyModernMet.com, Hope has always been a fan of Disney villains, but the design selection was limited at Boston Children's Hospital, where Hope's braces were fitted. The girl’s parents asked Aaron Guillemette, a tattoo artist, to share his expertise. Guillemette’s daughter is a classmate of Hope’s and he said he was more than happy to create special illustrations for her. He says he’s impressed with her courageous spirit. Hospitals: Take note.
That’s one person who won’t have to deal with tattoo regret anytime soon.
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