Understanding ‘The Love Island Effect’ & its Impact on Body Image & Cosmetic Surgery

What is ‘the Love Island effect?’

The Love Island effect refers to the increase in the number of young women (and men) who have cosmetic treatments due to the so-called beauty ideals they see on the show. The disproportionate number of women with plump lips, flat stomachs and large boobs gives young viewers a skewed understanding of what a ‘normal’ body looks like, leading to unrealistic expectations, body image issues and societal pressure. 

The Love Island effect is evidenced by the increasing interest in cosmetic treatments when the show is aired. During the 2021 season of Love Island, there was a 49% increase in UK Google searches for lip fillers, searches for liposuction were up 33% and the search term ‘Botox’ was used 82% more times.

A 2018 YouGov study also found that 40% of women aged 18-34 felt more self-conscious about their bodies after watching Love Island. 30% said they thought about going on a diet, 22% were more likely to get their teeth whitened, and 10% considered getting lip fillers. 

Some cosmetic clinics tried to cash in on the Love Island effect by advertising cosmetic procedures and treatments during the show. However, these were deemed to be ‘harmful’ and ‘irresponsible’ by the Advertising Standards Agency. Adverts that promote breast augmentation, nose jobs, dermal fillers and teeth whitening during the programme have now been banned.

How social media affects body image

These days, it’s not just an hour-long show that viewers are exposed to. The rise of social media means that the potentially harmful portrayal of Love Island contestants is never more than a few clicks away. It can be the first thing young people wake up to in the morning and the last thing they see at night.  

Everything we see on social media is entertainment, not reality. The carefully curated posts on social media set an impossibly high beauty standard for the younger generation, and many of the cast of Love Island, as well as other popular reality TV shows such as The Kardashians, TOWIE and Geordie Shore, mask their true appearances with cosmetic treatments and surgeries.

Filters and editing tools are also ubiquitous on social media. People compare their everyday appearance to a heavily edited and filtered image of a contestant who has had numerous surgeries and are left feeling inadequate. That’s particularly damaging when Love Island presents a very specific image of womanhood.

The ripple effect on cosmetic surgery 

It’s no secret that many Love Island contestants have had cosmetic procedures, with everything from breast augmentation and lip fillers to rhinoplasty, tummy tucks and anti-wrinkle injections. The British public is obsessed with seeing who has had what done, with ‘before and after’ search terms relating to Love Island contestants increasing by as much as 100% when the show is aired. 

The show also seems to influence people’s decisions about whether to undergo cosmetic surgery themselves. In 2012, before Love Island began, the average age of women undergoing cosmetic surgery was 42. That had fallen to 37 by 2018, which is also the year when Love Island became ITV2’s most-watched television series ever. Across all age ranges, 38% of Brits say they feel societal pressure to improve their appearance, rising to 58% of 18-24-year-olds and 55% of 25-34-year-olds. 

The increasing popularity of cosmetic surgery, particularly among younger people, and their exposure to it has normalised these types of procedures and made them seem more accessible. People are even travelling abroad for surgery to make a short-term saving without always weighing up the potential risks. 

The impact of Love Island plastic surgery

Although we’ve been discussing the negative connotations of the Love Island effect on cosmetic surgery, you could argue there have been some positives, too. Generally, contestants speak openly about their procedures on the show. Many also feel comfortable enough to discuss their insecurities. That brings the topic into wider conversation and gives people who feel unhappy with their appearance the confidence to seek a cosmetic solution.

What is less beneficial about ‘The Love Island Effect’ and the increasing normalisation of cosmetic surgery is that it arguably encourages people to rush into surgery without thinking about the potential risks. Prioritising quicker and cheaper providers, many choose to have cosmetic surgery without properly researching what particular procedures involve, how long the results last, and the associated risks. 

As mentioned earlier, this can be seen in the rise in people travelling abroad to places like Turkey for procedures such as breast augmentation, as it is often cheaper than in the UK. This can carry several risks, as compared to UK providers, aftercare is not as comprehensive, complications can arise during flights, and patients aren’t able to benefit from knowing their surgeon ahead of their procedure – making it more likely for complications and negative side effects to occur post-procedure. Due to the lack of/no aftercare provided when having cosmetic procedures abroad, it falls on the NHS to provide aftercare if complications arise when people travel back to the UK following their procedure. This has led to NHS doctors warning people against having surgery abroad due to the increased risks it carries.

High-quality UK providers of cosmetic procedures, like Enhance Medical, prioritise comprehensive, long-term patient aftercare, employ highly qualified surgeons, and make all efforts to provide patients with the best quality of care, long-lasting results, and ensure the risk of complication is minimised. Unlike having cosmetic surgery abroad, with a trusted UK provider, patients can meet their surgical team during initial consultations, discuss their desired outcomes and suitability for the procedure, and feel confident that the highest quality of care is being provided both during and after a procedure.

There are also many reasons why someone might consider cosmetic surgery that can extend beyond their physical appearance. The normalisation of cosmetic surgery on Love Island gives rise to the idea that these types of treatments are a quick fix for any self-esteem issue. However, it’s often the case that self-esteem or body image issues are a symptom of something else, and this is not something Love Island touches on in any depth.  

Things to consider before having cosmetic surgery

With the opening show of the most recent series attracting 2.2 million viewers, the public’s interest in Love Island shows no sign of waning. However, it’s worth remembering that many of the cast entering the villa have taken significant steps to look their best, with many having multiple cosmetic surgeries or treatments just to appear on the show.

With that in mind, if you find that watching the show negatively impacts your confidence or body image, we think it’s best to avoid it. If you are thinking about having a procedure as a quick fix or due to the pressure you feel from society or other people, do not rush it. Do your research, speak to friends and family and weigh up the pros and cons carefully. 

At Enhance Medical, we encourage all prospective patients to take their time and give you all the information and resources you need to make a fully informed decision. We’re here to answer any questions, discuss your motivations and provide the highest standard of care and support before, during and after the procedure.    

Providing Safe & High-Quality Cosmetic Surgery in the UK – Enhance Medical

If you have questions about cosmetic surgery or would like to know more about the breast augmentation procedure, please get in touch with our team. You can then book a free, no-obligation consultation to discuss your goals with our highly qualified and fully licensed surgeons.