According to the British Association of Cosmetic Doctors, the demand for non-surgical procedures soared in 2010 as women and men embraced alternatives to cosmetic surgery. Dr Mike Comins, medical director of The Private Clinic and Chairman of the BACD says:
“Less appears to be more when it comes to cosmetic treatments. With the economic downturn, people seem to be spending hundreds of pounds on treatments like Botox and fillers to keep the scalpel at bay rather than thousands on major cosmetic surgery.”
The most popular procedures performed by the BACD in 2010 were Botox and fillers, which saw a 30% rise. This suggests that the plastic fantastic look is out and a more subtle look is in. “Cosmetic medicine has come of age as doctors discover just what we can achieve non-surgically. It’s about using safe and effective treatments and perfecting them to give a refreshed look. People are having what is known as “Botox Lite” or “Baby Botox” where we use less to achieve a more subtle look. Cosmetic Doctors are even using Botox in the jaw line to produce a lift that is more cost effective than cosmetic surgery for women in their late 40′s and 50′s.” says Comins.
Dr Comins predicts that 2011 will see the rise of ‘the fluid facelift’; a procedure that adds filler to the cheeks, and areas where fat has depleted in such a way that the face begins to hollow. As the aging process is better understood, doctors have realised that facial volume depletion and migration causes facial ageing. Placing fillers deep under the skin adding volume to areas that need it, leads to a refreshed rather than “Wildensteined” appearance.
Dr Comins does stress that these techniques are very advanced and it is important to have them performed by health professionals with a thorough understanding of the facial tissues and ageing process, such as doctors within the BACD. The number of men seeking cosmetic treatments across the board rose by 21.5% in 2010 and The Private Clinic has seen close to 40% rise and will continue to grow.
“Men are increasingly self conscious and are coming forward for body contouring procedures like Liposculpture and Vaser” says Comins. “These procedures are performed under local anaesthetic and do not cause major disruption. They give a sculpted appearance and reduce areas of localised fat.” Hair transplants are also on the rise fuelled by celebrities like James Nesbitt who have gone public with their transformation. New techniques in hair restoration produce a more natural look that appeals to men. “In my own private business we have seen 100% rise in demand for hair transplant procedures” says Comins.
The BACD also predicts that 2011 will see a big trend towards the regulation of cosmetic medicine and professional qualifications. The Diploma of Cosmetic Medicine that the BACD launched though the University of Leicester in 2010 will be highly sought after as a standard of excellence.