As the demand for non-surgical cosmetic procedures rises, Griffith University researchers have developed two new scales to evaluate personal attitudes towards these treatments. In 2024, over 20 million non-surgical procedures were performed globally, reflecting a significant increase from previous years. The research, led by PhD Candidate Grace Barker, emphasizes the need for distinct measures for surgical and non-surgical procedures due to differing perceptions of risk, accessibility, and normalisation. The study assessed attitudes towards various procedures, including rhinoplasty, breast augmentation, and non-surgical options like Botox and fillers. It involved 723 women from Australia and around the world, highlighting the disproportionate exposure women face to appearance-related messaging. Co-author Dr. Veya Seekis noted that women represent 84% of cosmetic procedure patients globally. The new scales aim to enhance understanding of individual attitudes, potentially guiding targeted interventions for those experiencing body image distress or psychological conditions such as body dysmorphic disorder. This research could lead to more effective prevention strategies tailored to vulnerable populations.