This exploratory study investigated the amount of information used byconsumers when engaging in non-surgical cosmetic procedures. Moreover, theprimary purpose of the research is to investigate the linkage between non-surgicalcosmetic procedures and the constructs associated with the “self,” such as attitudetoward social media advertising, attitude toward traditional (mass media) advertising,cognitive age, risk aversion, satisfaction, and self-image or self-concept. T-tests ofthe data yielded significant results for most of the variables. This research willhopefully aid marketers to better focus on important areas of information use bynon-surgical cosmetic procedures consumers. These results are discussed, alongwith managerial implications, limitations and directions for future research.