INDUSTRY INSIDER | EMERGING MARKETS | As sun
worshippers, the Brazilian population put their skin at greater risk of photodamage, so treating sun spots and hyperpigmentation is big business.
results gradually appear over a period of a few months. They use the only US Food and Drug Administration (FDA)-approved product — Sculptra — which is also growing in popularity throughout North America and Europe. Facial lipofilling, also referred to as
autologous fat grafting, is another popular procedure to improve skin quality, volume restoration, and contouring of the face. In this procedure, small volumes of fat are removed from certain areas of the body, such the inner thighs, for use in the jaw,
periorbital, temple and
perimandibular regions, as well as other creases that may deepen over the years. Facial
(polymethylmetacrilate;
bioplasty PMMA)
The reasoning behind this is that good
looks are more than skin deep — argue its supporters — that correcting what people do not like about their face or body might help them to feel better about themselves, and offer some form of psychological healing. Beauty is a right, and the poor deserve to be ravishing too. This philosophy has been pioneered over
the past few decades by one of the most celebrated plastic surgeons in the world: Ivo Pitanguy. The surgeon has single-handedly crafted Brazil’s reputation as a world leader and a top destination for aesthetic surgery tourism. Surgical interventions in Brazil can cost half, or even a quarter, of what it could be in North America. As a result, the lower price point and strong reputation have made the country a highly attractive destination for women searching for aesthetic treatments abroad. Owing to the large number of clinics,
many of the treatments offered are affordable and payments can be made in installments, which is encouraging young and old people alike, and from every level of society, to go 'under the knife'. Younger patients have been
increasingly visiting cosmetic clinics in Brazil. Looking gorgeous and conforming to society's idea of 'being beautiful' has become a big issue for the younger generation. From carnival parades to high school proms, a larger number of teenagers and young adults are visiting cosmetic surgeons to change certain aspects of their appearance.
16 ❚ An older generation vying for a
youthful look is also turning to the scalpel in a bid to to keep, or improve, their looks. As life expectancy is expanding, the 'baby boom' generation is keen to remain healthy and good looking for as long as possible.
The non-invasive facial rejuvenation market Living under the tropical sun, women in Brazil are keen to correct and prevent lines and wrinkles. But as sun worshippers, the Brazilian population put their skin at greater risk of photodamage, so treating sun spots and hyperpigmentation is big business. As in major Western countries,
botulinum toxins and dermal fillers are the top non-invasive procedures to rejuvenate the face, and the two procedures are often combined to achieve better and more natural results. The market for volumising the face in Brazil is not completely centred around the hyaluronic acid dermal filler family, however, with poly-L-lactic acid dermal fillers also doing well. These fillers are known to work particularly well in the lower half of the face, to fill the lines caused by laughing and to augment thin lips — a great treatment to correct nasolabial folds, marionette lines and chin wrinkles. The formula is unlike other dermal fillers because it doesn't produce immediate results; rather, it stimulates the body's own collagen production so that
June 2013 |
prime-journal.com
injections are another popular procedure in Brazil, often used for buttock augmentation; although this remains very much a local trend as it has not been gaining currency in other countries. Applied to the face, bioplasty is a
technique that restores lost volume and improves the look of angles, enhancing them and making the face more defined and sharp. Bioplasty works well on the mandibular line to correct a sagging jawline and chin, and is also popular for nose reshaping. The technique consists of the injection, with a microcannula, of biomaterial implants (i.e. PMMA) that stimulate the formation of new collagen. Not new to medicine, these implants have been used for a few decades as bone cement in femur prosthesis, for instance.
The Butt Lift: Brazil’s signature procedure The buttocks and thighs represent areas of increased patient interest and surgical modification, with Brazil leading the worldwide trend. Buttock augmentation targets an increase in the size of the buttocks and can be achieved via lipo-injection or through silicone implants. The butt lift is Brazil’s signature
procedure. It aims to achieve a nice and round buttock projected mostly on the upper two thirds of the derriere, and is widely viewed as a reshaping surgery. The range of indications for a buttock lift is wide: it may correct ptosis, lift the buttocks, correct asymmetries, shorten long buttocks, or correct laxity. Butt lift procedures are growing in popularity with younger women as they seek to achieve a larger, curvier and shapelier behind, although the best candidates
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