Starting September 22, 2025, Google Ads is dropping restrictions on Mature Cosmetic Procedures—think breast augmentation, buttock implants, waxing, grooming, facial hair removal and threading. Suddenly, services offered by local cosmetic surgeons, body hair treatment centers, and beauty & personal care spas can officially light up Google Ad space.
Key Takeaways:
We can access new segments - So we can also access new digital ad spend!
YouTube+ is HOT - The removal of these restrictions makes it primetime for owning the ad space and YouTube+ is product to capitalize with!
This policy shift is your cue. If you've been waiting to push that aesthetic, or raise the branding bar for beauty mavens, this is it.
What This Means for Beauty & Personal Care Advertisers
To anyone seeking these cosmetic procedures: Video lets you show, not just tell. Let unskippable short clips capture the journey of the client seeking these beauty treatments—packed with close-ups and the feeling of upgrading their lives.
Hair Removal & Grooming Brands: Embrace those high-intent searches. Bundle behavioral targeting with awareness messaging—yes, we early adapters see the glow-up journey.
Beauty Mavens & Personal Care Services: Trust is everything. You're not just showcasing a service—you’re building credibility. Seeing your brand across YouTube on all screens reinforces legitimacy and recall.
Big screens, bigger impact: Audiences now watch over 1 billion hours of YouTube content daily on connected TVs. Smart TVs are where your message packs a punch.
One ad buy, FOUR premium placements: Your campaign doesn’t just run on YouTube—included are Google TV (over 20M devices), YouTube Movies (over 163M monthly users), and YouTube TV (15.8M subscribers vs Hulu + Live TV’s 11.4M).
That’s scale that you don’t just reach—it hits. Choose from different demographics or even high intent categories like European Wax Center (not just for waxers- but finding customers who may be ready for permanent hair removal), Facial Hair Threading, Facial Hair Grooming, Facial Hair Removal, Hair Removal, Eyebrow Threading, Spas & Beauty Services, Beauty & Personal Care, Beauty Mavens.
A couple creative tips for this space
Short is sweet and stickier - Attention spans hit a brick wall around :15 seconds. Use that sweet spot.
Funnel power - YouTube+ isn’t just awareness. With features like “Send to Phone” and embedded QR codes, you can gently nudge someone from watching to booking.
Early movers win - Your competition in the aesthetic space may still be waiting on the sidelines. Be the first spa or cosmetic treatment center to dominate the living room screen.
Final Thoughts
This policy update isn't just a checkbox; it's a runway. If you've got a spa, a beauty clinic, or a grooming studio, YouTube+ gives you cinematic-level reach without the blockbuster budgets on a local level. Align your messaging with visual storytelling, target precision, and that new advertiser gold... visibility across every screen.
Feeling bold? Let’s turn inbox skimmable into sticky branding gold, one 15-second beauty anthem at a time.
The Vici Specialists are indeed an impressive bunch. Not only because of their individual or collective wealth of knowledge but especially their passion to continuously deliver outstanding service in all aspects of their roles and above and beyond.
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