Objectives <p>This study evaluated the factors considered by women who are planning to have, and who have had aesthetic breast surgery, aimed to understand the importance of cost, quantify interest and willingness to pay for Product X, a bio-absorbable internal bra (GalaFLEX™ Scaffold) and identify its most and least appreciated attributes.</p> Methods <p>This was a cross-sectional, self-completed, online questionnaire in 2338 adult women from three European countries who had undergone breast surgery or were considering breast surgery. Each participant was assigned to either group 1 (previously had breast surgery) or group 2 (considering breast surgery).</p> Results <p>28% of respondents had undergone at least one aesthetic breast surgery. The surgeon’s reputation and qualifications were ranked highest by majority of women in both groups. 76% of women were interested or very interested in this internal bra. 63% said they would be willing to pay an additional €1500 for the procedure if their surgeon recommended using Product X. Willingness to pay increased in-line with household income and with the amount they had paid or were considering paying for their next procedure.</p> Conclusions <p>The survey showed that cost was not the primary consideration and that there was a high interest and willingness to pay for GalaFLEX^TM. In our opinion, the use of this product could reduce the need for future revisionary surgery and therefore be more cost effective in the longer term. Based upon the study findings, we suggest incorporating the use of this internal bra in discussions with this patient population.</p> Level of Evidence III <p>This journal requires that authors assign a level of evidence to each article. For a full description of these Evidence-Based Medicine ratings, please refer to the Table of Contents or the online Instructions to Authors <a href="http://www.springer.com/00266">www.springer.com/00266</a>.</p>