Plastic Surgery Trends 2011: Increase In Nonsurgical Procedures, New Demographics
Cosmetic Confidence: Scottsdale plastic surgeons report high numbers in nonsurgical procedures, as well as new plastic surgery demographic trends
In 2010, nearly 9.5 million cosmetic surgical and nonsurgical procedures were performed in the U.S., according to American Society for Aesthetic Plastic Surgery statistics. Breast augmentation was reported as the No. 1 surgical procedure, with more than 300,000 procedures performed, and Botulinum Toxin Type A injections (Botox) ranked as the most popular nonsurgical procedure, with almost 2.5 million performed procedures.
But over the past year, Dr. Todd Malan, cosmetic surgeon and founder of the Innovative Cosmetic Surgery Center, reported quite different trends. And he’s not alone as other surgeons in the area witnessed similar trends at their respective practices.
For one, although consumer spending increased, money was spent not on the major surgical procedures, but on cost effective procedures instead. Malan says the major procedures have been “significantly down and continue to be down,” while people look for more cost effective options within their budget, opting for nonsurgical, smaller procedures.
“Instead of doing a traditional facelift, they started looking at using a lot more Botox and filler and laser therapy and fat transfers to the face so that they could achieve very similar results for a significantly lower cost,” Malan says.
With about a 12 percent increase in Botox and fillers from 2009 to 2010, according to the American Society of Plastic Surgeons, Malan reported an even higher increase at his practice.
“We rely on (Botox and fillers) to really supplement our income by about 30 percent,” Malan says, “so we’ve seen a 30 percent increase in fillers and Botox in our practice.”
But this increase in nonsurgical procedures isn’t coming just from women, but men, too. Malan, and Dr. Patti Flint and Dr. Marc Malek, both board certified plastic surgeons in Scottsdale, have seen their respective clientele demographic change over the past year.
“Facelifting in men increased more in one year last year than it ever had in the history of facial plastic surgery for men,” Flint says.
Malan and Malek’s explanation for this?
“In talking with my male patients, it makes them more marketable in the job market,” Malan says. “The job market became far more competitive, so they are looking to liposuction and Botox and fillers to make themselves look younger, healthier and more vibrant.”
Malan now performs chin liposuction on men three or four times a week, which they used to perform about once a month.
“Men are more and more accepting of cosmetic surgery,” Malek says. “I think image has been a source of empowerment in the workforce, and they’re interested in looking better for the simple reason that looking good means feeling good.”
Malan also continues to work on the Baby Boomers, who “refuse to age gracefully,” he says.
“They’re more careful about their spending, but they still have disposable income available,” Malan says. “We’re in that Baby Boomer age where they’re now in their 60s, and this is a group of people that will not accept aging as being a natural part of the process.”
In addition to the aging population (the Baby Boomers) having procedures, menopausal makeovers are also becoming increasingly popular at Malan’s practice. These patients seek liposuction, a complete facial rejuvenation with fat to restore the lost volume in their face and even vaginal rejuvenation procedures.
“Those procedures are something that were very uncommon,” Malan says. “We’d maybe do two or three every six months, and now we’re doing three a month. These are menopausal patients who are wanting to improve their sexual function.”
All three surgeons are optimistic for the oncoming year, ready to adapt to any changes that may come their way.
“The doctors who are able to adapt to the changing profile of the plastic surgery patient and understand that the patients who want subtle but noticeable changes within their budget are the doctors that will continue to do well,” Malan says.