Cosmetic surgery, both surgical procedures (e.g., liposuction, breast implants) and nonsurgical ones (e.g., Botox), is associated with physical and psychological risks. Yet, the global cosmetic surgery market has witnessed a drastic expansion in recent years. An increasing number of women seek cosmetic surgery for appearance "improvement" and, worryingly, their age is getting ever younger.

While China takes the first place with respect to the speed at which its cosmetic surgery market is expanding, the demand for cosmetic surgery in the Netherlands also keeps increasing. To better understand women’s views toward cosmetic surgery, particularly from a cross-cultural perspective, my colleagues and I [Yi Wu] conducted two new studies to investigate Chinese and Dutch women’s attitudes toward cosmetic surgery and what influences those attitudes.

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