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| MARKET TRENDS | ANALYSIS


improving overall skin tone and texture are another common cosmetic treatment in this region.


Following the (changing) demand It is not just the cosmetic medicine user profile that has changed in the last 40 years. The composition of the market is now more fluid. Now that the techniques and procedures are accepted in the liberal, free-market, choice-driven society of nowadays, changing demand creates new markets. One example is the male market in


general. In common with the worldwide trend, AustraliaÕs CPSA is seeing an increase in the number of men seeking cosmetic procedures. Men are as interested as women in grooming and presentation, and increasingly so in improving skin quality or adding volume. They also appear more driven by results, and are now more open to cosmetic medicine now that it can be medically demonstrated that the outcomes are effective. And every so often, a new 'trend' arrives.


For instance, currently, the chin implant is the fastest-growing cosmetic procedure among all demographics, according to the ASAPS. US chin augmentations increased by 71% in 2011, to 20680 procedures, it says. The reason for this development is


unclear. But the association suggests that new communication technology tools frequently require users to be 'on screen', when he/she can see him/herself. The theory is that for some people, seeing themselves as others see them prompt them to seek to change their appearance. To present a more dynamic or youthful appearance, people are opting for chin augmentation. This is a 45-minute procedure in


which concave-shaped implants are inserted through a small incision under the chin and fitted over the end of the chin bone. The implant also pulls tight the skin on the neck, giving it a thinner look. The average cost of this procedure is $3500–7500, and is typically done under local anaesthesia/mild sedative, and allows patients to get back to work fairly rapidly.


Universal mantra US surgeons see the procedureÕs uptake rising further, but they caution that it is not for everyone. The potential complications are moving, or hardening, bone erosion and infection. And it can be too dramatic for some tastes. Success of the procedure requires the appropriate patient with the right mind-set. 'The key is balance,' said an ASPS spokesman in the South Florida Sun Sentinel newspaper (23 April 2012). This is another change ® and a feature


of the industry that was not so prevalent in previous decades: surgeons are now advising potential patients against surgery, if appropriate. Just as the industry is now more


accessible to more people, so have standards and ethics risen. Dr CaswellÕs advice, that people should always be sure to check the qualifications of their doctor, be aware of their options, and receive an individualised treatment plan suited to their needs, is now more or less the code by which the industry operates.


Facelifts made the list for the first time since 2004,


replacing tummy tucks. This reflects the demands of an ageing baby-boomer population.


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 Made in Japanprime-journal.com | June 2012 ❚ 15


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