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INDUSTRY INSIDER | EMERGING MARKETS |


SAMBA, CARNIVAL AND 'BUTT LIFTS': THE UNIQUE BRAZILIAN AESTHETIC MARKET


Brazil is a huge player when it comes to aesthetic medicine, and is actually one of the leading consumer markets.


Emmanuelle Bassmann reports on the current treatment trends


central role in its social life. For women, looking good and staying beautiful has


B


long been a powerful status symbol; an aspiration now largely shared by increasing numbers of men. Boosted by a fast growing economy, Brazilian women find themselves with larger disposable incomes to invest in skincare as well as face rejuvenating and body contouring treatments. Being beautiful is largely embedded in Brazilian


culture. In the country of samba and carnival, women want to be beautiful and take great care of their appearance: they don’t want their faces to show signs of age, and wrinkles must be kept at bay. The pressure to keep a perfect body for as long as


possible is very high in Brazil. This obsession with being attractive may largely be explained by the country’s mixed cultural heritage, but also by virtue of its tropical location, which means the women are likely to fight the heat and humidity by shedding layers. This surely makes women pay greater attention to keep a perfectly sculpted body. All this has boosted what is now the world’s second largest plastic surgery market.


The Brazilian market: right behind the USA Brazil is one of the leading consumer markets for plastic surgery in the world, with the second largest number of specialists after the USA, according to data from the International Society of Aesthetic Plastic Surgery (ISAPS). Followed by China, Brazil is host to 5024 physicians, or 15.8% of the total number of plastic surgeons in the world. The country also ranks second in terms of surgical procedures, totalling 905 124 in 2010. Brazilians are mad about lipoplasty, breast


augmentation, blepharoplasty and abdominoplasty: all obvious choices for a beach-centred South American


14 ❚ June 2013 | prime-journal.com


EMMANUELLE BASSMANN is Managing Director, In-Trend Ltd., Consulting on Cosmetics and Anti-ageing/Aesthetic medicine innovations www.in-trend-ltd.com


email: eb@in-trend-ltd.com


RAZIL, HOME TO THE GIRL FROM Ipanema and the thong bikini, is unsurprisingly one of the most dynamic markets for aesthetic medicine in the world. With its outdoorsy culture and tropical temper, beauty has always played a


country. And in a country of sun-worshippers, the number one procedure is the eponymous butt lift. Although the number of non-invasive procedures is


also growing, the rhythm of growth is not as fast as that witnessed in the plastic/cosmetic surgery market. Brazilians do not seem as keen on non-invasive procedures, which can be carried out by dermatologists, and not just plastic surgeons. The worldwide current trend, which sees patients postponing or selecting less-invasive options — even though the results will not be as permanent — is less evident in Brazil


A lucrative and attractive market Many doctors, such as gynaecologists, have begun to put their specialty aside to focus on the increasingly lucrative cosmetic surgery market. Interestingly, cosmetic medicine is not recognised by the Brazilian national medical regulatory body — El Conselho Federal de Medicina — as a specialisation, and is regarded as being a postgraduate qualification. This course takes approximately 2 years to complete, and has no other entry requirements than a doctor’s qualification for enrollment, which technically means a general practitioner (GP) should be able to carry out surgical procedures in aesthetic medicine after completing the course.


Brazilians are mad about


lipoplasty, breast augmentation,


blepharoplasty and abdominoplasty,


and in a country of sun-worshippers, the number one procedure is the eponymous butt lift.


Brazilian aesthetics caters to all social classes Plastic surgery in Brazil has now become the norm and 'the standard of care' not only among the middle and upper classes, but also for those on a tighter budget, according to Alexander Edmonds, Professor of Anthropology at the University of Amsterdam and author of Pretty Modern. Brazil has made itself famous for offering cosmetic


procedures for free or at discounted rates for people with less disposable income. More than 220 clinics across the country have been giving free-of-charge treatments to thousands of minimum wage employees. The Brazilian Society of Aesthetic Medicine's clinic in Rio de Jainero has performed free procedures for more than 14 000 patients since it opened in 1997.


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