Wall Street Journal by BeCreative

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COSMETIC PROCEDURES SEPTEMBER 2008

THE LATEST IN SURGICAL AND NON-SURGICAL DEVELOPMENTS

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COSMETIC PROCEDURES

Experience Counts o one can get away from aging, but the road divides when it comes to how to age; the smart way or the uninformed way. A new study commissioned by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), the world’s largest association of facial plastic and reconstructive surgeons with over 3,000 members, and conducted by Kelton Research shows that the majority of people look for an experienced, certified facial plastic surgeon over generalists when it comes to facial plastic surgery. Americans trust their faces to the expertise of facial plastic surgeons. The majority of Americans siding with expertise are employing informed decision-making skills, reinforcing their desire to make smart choices. In fact, 80 percent of Americans trust their faces to the surgical expertise and care of a facial plastic surgeon who specializes in cosmetic surgery of the head, face and neck over generalists. According to the survey, Americans ages 18-64 are most reliant on facial plastic surgeons, as evidenced by the fact that 83 percent believe they are more qualified to treat their specialized areas than general plastic surgeons. With the vast number of surgeons in practice today, it is more important than ever to make informed decisions when considering an elective procedure such as facial cosmetic surgery. Informed decision making is especially crucial as more than half of patients (53 percent) have had multiple procedures in the same year. Survey results reflect that parents take more interest in the surgeon’s years of experience than their childless counterparts (54 percent versus 46 percent). AAFPRS training is thorough and rigorous. Unlike other surgeons, AAFPRS surgeons not only complete a four year specialized residency in OtolaryngologyHead and Neck Surgery which includes Facial Plastic Surgery, but many also undergo an additional one-year AAFPRS fellowship in Facial Plastic Surgery and become certified by the American Board of Otolaryngology and in many cases, also certified by the American Board of Facial Plastic and Reconstructive Surgery.

N CONTENTS 2

EXPERIENCE COUNTS A new survey finds that the vast majority of Americans have overwhelming confidence in facial plastic surgeons.

CHOOSING THE RIGHT COSMETIC DENTIST How to select the best dentist for your cosmetic work.

COSMETIC TREATMENTS TODAY AND TOMORROW The development of cosmetic procedures, and what may lie ahead.

COSMETIC COUNTDOWN A look at America’s most popular cosmetic procedures.

SURGERY IN THE SUN How to save money by traveling further.

MEDICAL SPAS Spa treatments with trained medical personnel are the new way to achieve a new look.

BILLION-DOLLAR BEAUTY The American cosmetic product industry continues to boom.

HEALING THE WOUND Fighting abnormal scarring with silicon gel.

With thanks to the American Society of Plastic Surgeons and the American Society for Aesthetic Plastic Surgery for statistical data.

COSMETIC PROCEDURES A TITLE FROM MEDIAPLANET Project Manager: Eric Alexander eric.alexander@mediaplanet.com Production: Be Creative Media Group www.becreative.ie Managing Editor BeCreative: Kevin Flanagan kevin@becreative.ie Editor: David Jørgensen david@becreative.ie Design/Prepress: HCL Design Studio +44 283 751 6001 Print: Wall Street Journal Mediaplanet is the leading worldwide publisher in providing high quality and in-depth analysis on topical industry and market issues, in print, online and broadcast. For more information about supplements in the daily press, please contact Kayvan Salmanpour, 001 646 922 14 00 kayvan.salmanpour@mediaplanet.com www.mediaplanet.com

VITO C. QUATELA, MD, FACS President, American Academy of Facial Plastic and Reconstructive Surgery Associate Clinical Professor, Dept. of Otolaryngology – Facial Plastic Surgery, University of Rochester

The AAFPRS recommends the following tips to assist in making educated decisions when choosing the best surgeon for each individual’s specific needs: • Do your homework. Check to make sure that the surgeon’s area of expertise and corresponding board certification is in facial plastic surgery. The AAFPRS interactive Web site - www.facemd.org – will confirm a facial plastic surgeon’s membership to this organization.

• Be informed. The AAFPRS can also be utilized to obtain complimentary background materials on specific procedures. Studying these materials before contacting a surgeon makes the patient better informed and can help to develop a list of questions to ask prospective surgeons. “It is important to check that the surgeon is operating in an accredited facility,” says Dr. Vito C. Quatela, MD, FACS, president of the AAFPRS, and Associate Clinical Professor at the Department of Otolaryngology, Facial Plastic Surgery at the University of Rochester. “The AAFPRS mandates that all its members operated in accredited facilities. “When we conducted our survey, we wanted to find out where people placed their trust: we were actually surprised by how high the statistic was. It became clear that people who want a facial plastic procedure were going to place their trust in a facial plastic surgeon,” he continues. Women have the utmost faith in facial plastic surgeons when it comes to turning back the hands of time as it relates to one’s face. Eighty-three percent believe that facial plastic surgeons are more competent to treat their faces, heads, or necks than a general plastic surgeon; 78 percent of men agree. The AAFPRS also reports that 85 percent of adult Americans would undergo a facial plastic surgery procedure if given the chance. This same survey reported a 27 percent increase in surgical and nonsurgical activity among men and women since 2000. But what, exactly, would Americans get done if they had the chance of having a free service by a facial plastic surgeon? Twenty-six percent admitted to wanting an eye lift, followed by neck surgery (21 percent), hair transplants (16 percent), nose jobs (14 percent), facelifts (13 percent), chin augmentation (7 percent), and lip enhancement (3 percent). The AAFPRS provides consumers with free information and brochures and a list of qualified facial plastic surgeons in their area by visiting the AAFPRS Web site, www.facemd.org. To schedule an interview with an AAFPRS leader, please contact Melissa Kelz at 212 986 7000.

Choosing the right cosmetic dentist hether you desire whiter teeth or want to improve the look of a smile you never felt quite comfortable with, the American Academy of Cosmetic Dentistry (AACD), the world’s largest non-profit membership organization dedicated to advancing excellence in cosmetic dentistry, can connect you with a dentist near you. "Good communication between dentists and their patients is more impor-

tant today than ever before,” says AACD vice president, Dr. Hugh Flax. “Don’t be alarmed if you have some work to do on your end before undergoing a cosmetic dental procedure. Cosmetic dentistry is not just about looks, it is overall oral care that combines art and science to improve dental health and function, as well as aesthetics. Finding someone who strives to collaborate with you to create that balance is very important to

achieving long-term wellness and beauty. It’s a winning combination that will keep you smiling for many years” Through progressive cosmetic dental continuing education, the AACD offers dental professionals educational options for any learning style. Cosmetic dentistry's most recognized credentialing program for dentists and dental laboratory technicians, Accreditation, is maintained by the AACD. In addition,

the AACD Charitable Foundation’s primary program Give Back A Smile, a national anti-domestic violence program, has restored the smiles - and the lives - of more than 600 survivors of domestic violence. For more information about cosmetic dentistry, the Give Back A Smile program, or to find an AACD member dentist near you visit www.aacd.com or call 800 543 9220.

place hair-loss, as well as the established procedures such as lifts, fat-removal and suchlike. Another area of development will be for the rising numbers of African Americans, Hispanics, Asians, and

other people of color who are seeking cosmetic procedures. With different requirements, and perhaps notions of how to look, the challenge for surgical and non-surgical providers alike is how to meet the needs of these new markets.

Thanks to

Cosmetic treatments today and tomorrow

How cosmetic treatments have developed, and what the future may hold

BY DAVID JØRGENSEN

he mass popularization of cosmetic surgery has in no small way been enhanced by reality television shows such as Extreme Makeover and The Swan. Taking those who feel debilitated by their perceived flaws, the contestants receive varying degrees of cosmetic and plastic surgery, usually resulting in dramatic results. Whilst the vast majority of those having cosmetic procedures are probably not going to such extreme lengths, the way we consider such treatments has seen a huge shift towards complete normalization, perhaps even associating surgical procedures such as facelifts with cosmetic dental work. The point is that the market for surgery has never been as big, or as in demand. The American Society for Aesthetic Plastic Surgery reported that almost 11.7 million procedures, both surgical and non-surgical, were carried out in theUS last year. An overwhelming majority of those – 82 percent – were for non-surgical procedures. It is probably in this area that both developments and accessibility have changed the most. Botox continues to be a hugely popular way of treating the skin for

lines and wrinkles, helping to smooth out the contours – primarily on the face and neck, but in other areas also. According to the most recent figures released by the American Society of Plastic Surgeons, some 4.6 million Botox procedures were carried out in 2007 – more than any other type of non-surgical treatment. The same figures show that some 347,500 breast augmentation procedures were completed last year – the highest total for a cosmetic surgical treatment. One major development in this area was the FDA’s approval of silicon gel implants in late 2006. Up until then, the majority of breast augmentation operations used saline-filled implants, unlike in Europe or elsewhere, where silicon gel was the norm. Associated problems with the saline implants included leakage and the implant possibly becoming deformed, and noticeable under the skin. Silicon gel implants are generally filled with semi-solid gel, and are arguably less likely to tear, or move within the confines of the breast. With the advent of the ‘medical spa’, and the chance for people to have some non-surgical treatments over the course of minutes, rather than hours, procedures such as microdermabrasion and

laser treatments have leapt in popularity. Microdermabrasion is designed to remove the top layer of dead skin cells by running tiny crystals over the facial surface. The treatment stimulates the production of new cells, and helps to eliminate the effects of lines and blemishes. Laser skin treatments can help to remove bumps and marks caused by a variety of reasons, making the skin smoother and firmer. One of the major benefits of such treatments is that they carry out a similar job to cosmetic products, but produce results in a much shorter space of time. The psychological effects of that timeframe should not be overlooked. In our ‘on-demand’ society, where no one wants to wait, being able to see marked results within the space of a few minutes can have a profound impact on one’s own self-esteem and bodily perceptions. In terms of the future direction of cosmetic surgery, one aspect is already apparent. The market is welcoming a new male demographic quite quickly. As the market for male cosmetic products has increased – the so-called rise of metrosexuality, as the British have called it – so has interest in cosmetic surgery. Of particular interest will be procedures to minimize or re-

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Cosmetic countdown: the most popular procedures BY DAVID JØRGENSEN

ith almost 12 million cosmetic procedures – and another ten million non-invasive cosmetic treatments – carried out in the US in 2007, it is probably accurate to say that Americans have embraced the benefits that such procedures can deliver. Figures show that there was a 64 percent increase in breast augmentation procedures between 2000 and 2007, with a 137

percent increase in abdominoplasty operations during the same period. There was a 14 percent increase in the numbers opting to have a facelift between 2006 and 2007 alone. Non-surgical procedures have also seen dramatic rises in popularity. Botox, one of the most well known treatments, leapt by 488 percent between 2000 and 2007. Overall, nonsurgical treatments grew by 81 percent in the same timeframe. • Data from the American Society of Plastic Surgeons.

SURGICAL PROCEDURES The following most-popular procedures have been selected from data gathered by the American Society of Plastic Surgeons and the American Society for Aesthetic Plastic Surgery. LIPOSUCTION Removing areas of fat around the body through suction techniques, liposuction is a procedure that can benefit those with stubborn fat that cannot be shifted through other methods, such as diet or exercise. Focusing on areas such as the hips, thighs, waist, stomach and buttocks, the technique can also be used on other parts, such as the legs, chest, back and face. The final results of liposuction can usually be seen after about two weeks. One possible issue for patients is skin elasticity - avoiding 'sag' or other undesirable effects once the fat has been removed. Younger patients may benefit more from having skin that can deal with this. Other patients could require skin tightening to compensate for the new shape. Whilst liposuction is an effective way of removing fat, it does not eliminate it for good - patients still run the risk of developing further fat if they do not follow a healthier regime. BREAST AUGMENTATION Probably the most commonplace surgical procedure, breast augmentation allows

women to develop the size and shape of their breasts. The effect is created through the use of implants, that are inserted through incisions around the breast area, and that sit according to where the surgeon may think the best results can be achieved. Using saline-filled implants was, until recently, the principle form of increasing breast size; the FDA approved the use of silicon gel implants in late 2006, which are now becoming more popular. Such implants are arguably less prone to leak, or to shift. Despite common belief, breast implants could need to be replaced after a number of years, and follow-up checks with a surgeon will be required each year. EYELID SURGERY Eyelid surgery, or blepharoplasty, focuses on removing skin that causes folding or sagging in the upper or lower eyelids. Through small incisions, a surgeon can remove any excess to produce the appearance of younger-looking eyes, and tightened skin around the ocular area. Surgery can also help to remove bags under the eyes.

NOSE RESHAPING Rhinoplasty, or nose reshaping, can radically change the contours of the nose, focusing on areas such as the bridge, tip, and nasal passages. At the center of the face, problems with the nose can adversely affect a patient's sense of wellbeing; surgeons treat patients of all ages for any number of issues. ABDOMINOPLASTY Abdominoplasty, more commonly known as a 'tummy-tuck', removes fat and loose skin from the abdominal area. This can happen for a number of reasons, including the effects of weight-gain - and subsequent loss, aging, and the stretching effects of pregnancy. Through an incision in the lower abdomen, the surgeon can remove the excess skin, and in some cases, use liposuction to get rid of any remaining fat deposits. After the procedure, it could take up to eight weeks for the final results to be apparent. In most cases, any sagging or pronounced abdominal appearance is reduced greatly, leading to a more toned look.

NON-SURGICAL TREATMENTS BOTOX Botox is a 'filler' treatment designed to reduce the appearance of wrinkles, and smooth the contours of the face and other areas. With the nerve poison botulinium toxin as its basic component, Botox is administered by injection directly to the site of the affected area - the forehead and around the eyes, for example. The treatment can produce dramatic effects in a short space of time, creating a fine look, with age-related lines minimized. MICRODERMABRASION Microdermabrasion is an intensive facial

treatment used to give a smoother appearance to the skin, and to reduce problems such as scarring from spots, fine lines, and the effects of aging. With a 'wand', the treatment provider will run a slight vacuum across the face, using tiny crystals to provide an intense exfoliation. This removes dead skin cells, and also helps to stimulate the production of new cells and collagen. Whilst microdermabrasion can be carried out quickly - in about an hour - and requires little preparation and no recovery time, it usually requires multiple treatments to achieve results.

HYALURONIC ACID Another filler treatment, hyaluronic acid is a key ingredient in a number of products. Naturally-occurring in the body, the acid is found in dermis, one of the lowest levels of the skin, but decreases as we get older. It is this loss that could be a key factor in the aging process, and its effects on the skin. It also possibly has a direct impact on collagen, which helps to maintain the skin's elasticity. Patients receive hyaluronic acid treatments through injections to particular areas, such as the cheeks, to create a fuller, more inflated effect, and avoiding the 'hollowness' that develops as we get older.

Medical spas: an inside-and-out makeover BY DAVID JØRGENSEN

Surgery in the sun BY DAVID JØRGENSEN hilst the availability and consequent popularity of cosmetic surgery and other treatments has grown at a huge rate – a 457 percent increase in the US between 1997 and 2007 – the fact remains that for a great deal of those opting to undergo such treatments, there is also a large financial burden. As cosmetic surgery providers target their services to a wider market, it is unsurprising that clients are exercising their consumer instincts and looking for the best deal available. Traveling outside of the US for any number of elective procedures is now widespread. Nearby countries, such as Costa Rica or Mexico offer facilities on a par with those found at home, and clinics in places further afield – Brazil, Argentina, or even India – are now welcoming patients willing to make the journey, but still saving thousands of dollars on the costs of their treatments. Unlike visiting a clinic at

home, however, such trips require careful planning and attention to detail. Recognizing this, many companies now offer complete packages targeted directly at the ‘cosmetic tourist’. “We help patients with all their arrangements: airfare, transfers, doctor appointments, explaining and showing them who will be performing the surgery,” says Emilio Arana, CEO of MedTravel Costa Rica, a tourism company specializing in cosmetic and medical tourism. “We also show patients, where the procedure will take place, advise about specialist hotels with nurses-on-call 24/7, and so on.” According to Arana, visitors to Costa Rica at least can expect to save between 50–70 percent on the costs of dental procedures, and between 60–70 percent on cosmetic treatments, compared to equivalent prices in the US. This, essentially, is the reason that increasing numbers of Americans are making longer journeys for such procedures: being assured of the same care as they would receive closer to

home, but for a fraction of the cost. “Costa Rica is actually known as a ‘cosmetic paradise’, offering any number of treatments [to US visitors],” continues Arana, explaining why visitors are choosing the country in ever-increasing numbers. Those considering traveling to another country for treatment, however, need to consider carefully what is best for their own needs. Whilst the financial benefits are abundantly clear, planning and research is vitally important. Potential patients should investigate what services are available with different companies, and find out what preand post-surgery care is on offer. Also make contact with others who have already traveled down this route – many of us will visit a dentist or ophthalmologist on the recommendation of someone else, so the same rule can still apply. Using a travel company that caters for American visitors will also help when it comes to answering questions in plain English, and ensuring that all the relevant information has been given to the patient beforehand.

ecognizing the demand for more intensive cosmetic treatments, the traditional concept of the spa is changing rapidly into its newer incarnation – a blend of a spa atmosphere with a medical center. The ‘medical spa’ offers the client a range of treatments – from a basic facial to a chemical peel, for example – with a doctor and trained medical staff on hand. Catering to those who can afford to spend some time at a spa, but who want more rapid results than what conventional spa treatments can accomplish in the same period, medical spas can provide professional peace-of-mind to those who may not have considered the possibilities of cosmetic procedures before. Such ‘extreme’ treatments have actually become less so in the eyes of their adherents and others, perhaps as a result of seeing celebrities and, increasingly, contemporaries, enjoying their benefits. It is still important to remember, though, that having a procedure such as Botox and fillers require trained medical professionals, such as a physician or physician-supervised nurse or PA (physician's assistant). This is especially the case with medical spas that cater to another market – those who want to enjoy the benefits of cosmetic treatments, but do not have the time to spend in a spa. Being able to ‘drop by’ for a quick shot of Botox in a lunch hour has become commonplace. "The most popular treatments my clients come to me for outside of Botox and Fillers are laser treatments like laser hair removal, laser skin rejuvenation, laser acne treatments, and Skin Tyte, a laser procedure to tighten skin on the face, neck, and other body parts. Medical microdermabrasion is tremendously popular too," says Dr. Loveleen Sood MD. Dr Sood started the Simply Beautiful MedSpa in Lower Westchester, New York, earlier this year, after studying aesthetic medicine for years. “The treatments on offer here are simple, non-

invasive, non-surgical procedures that a client can come and have done in an hour or so, and really revitalize the way they look – through Botox, skin rejuvenation, and so on,” she continues. “The concept is to come into the spa, have something done that is simple and easy, but enhances the way you look and feel in a short space of time.” Offering such services – primarily to women, but, in slowly increasing numbers, to men also – with the backing of professional medical opinion has undoubtedly persuaded many people of their benefits. Such treatments are not without their risks, however: one should never contemplate an intensive medical treatment outside of the professional environment as they might a facial or another spa treatment. Medical spas with the direct involvement of medical professionals do fulfill a need for careful monitoring of such procedures, giving peace of mind to clients.

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Billion-dollar beauty – the success of the cosmetic product industry

BY DAVID JØRGENSEN

osmetic products are big business. The shelves of drugstores and cosmetic outlets continue to strain under the weight of seemingly endless choice, whether it be a cream, a lotion, an oil, make-up, a shampoo, a capsule, a spray, even a bar of soap. Results from a report prepared by consumer and retail information provider the NPD Group show that, in 2007, Americans spent a total of $8.9 billion on cosmetic products, a two percent increase on the

previous year. Makeup accounted for the largest proportion of that total, with sales of $3.4 billion. Fragrances sold $2.94 billion of units, with skincare totaling $2.5 billion. Reflecting the increasing acceptance and general interest in what both surgical and non-surgical cosmetic procedures can offer, around 60 percent of sales of premium skincare brands were for products that offered antiaging solutions. Attitudes are changing fast, however. As consumers demand products that can deliver specific results in a

rapidly dwindling space of time, producers are recognizing that their customer-base is increasingly aware of the different ingredients that are contained in products. They also want to know exactly how a cream or lotion can actually deliver those results, and expect to be able to understand why a brand is making the claims that it does. “The skin care industry knows that consumers are getting smarter and dermatologic procedures are becoming quicker, easier and more readily available,” says Emma Kohring, scientific director at major skincare brand Olay. “As a result, it’s important to keep consumers satisfied with the

results of their over-the-counter products by making them more effective, less irritating and affordable.” An example of not shying away from explaining the scientific background of its products is Olay’s promotion of pentapeptides in some of its products. Used in particular to reduce the effects of aging, being open about how ingredients work has been a successful way for Olay to market its product ranges. “The Olay peptide-B3 complex is an exclusive patented combination of two powerful anti-aging ingredients - niacinamide (Vitamin B3) and palmitoyl pentapeptide (pal-KTTKS),” explains Kohring. “The Olay peptideB3 complex penetrates skin to significantly firm and reduce the appearance of wrinkles. An intense hydrating system works to improve the skin’s moisture barrier resulting in stronger skin structure. “Pal-KTTKS was discovered through wound healing research conducted by the National Institute of Health. They discovered that fragments of collagen molecules (called peptides) can stimulate cells to produce collagen. In controlled clinical studies with hundreds of women, pal-KTTKS was shown to significantly reduce the appearance of fine lines and wrinkles. Pal-KTTKS works in a similar way to how retinoids work, but pal-KTTKS works without irritating the skin – an important difference since retinoids can cause irritation in many women.” Demonstrating the huge amount of research that goes into the development of a single product, the sales figures show that consumers are arguably less likely to be concerned about the selling price as they would be about the effects that the product can achieve. A fairly recent development has been the active incorporation of sun-protection factors into skincare products. Official health campaigns, combined with advertising from cosmetic companies, have ensured that the effects of ultraviolet rays have become well known - for the aging effects on skin as well as the dangers of serious illness. “At current rates, one in five Americans will develop skin cancer in their lifetime, with more than one million new cases diagnosed in

BY DAVID JØRGENSEN

atients seeking cosmetic surgery procedures often express concern about the ultimate appearance of their surgical incisions, asking their surgeons what can be done to reduce the visibility of scars left by the surgery. This is particularly important to the cosmetic surgery patient as the goal of their surgery is to produce physical improvements with an attractive aesthetic outcome. Once the surgeon closes the incisions with sutures, the body repairs the wound both internally and externally. Collagen rebuilds within the incision,

binding the two sides of the incision together. In a normal mature scar there should be a balance in the collagen production which will produce a smooth, flat scar with normal color. However, heredity, ethnicity, healing environment and other factors can cause certain individuals to develop abnormal scars– scars that are more pronounced and noticeable. Examples of abnormal scarring include keloid and hypertrophic scars. Keloids are thick, raised, and can cause itch and pain. They often exceed the original dimensions of the scar and are more predominant in certain ethnicities. Hypertrophic scars, which are characterized by a deep red

color and elevation, can also cause discomfort but do not usually exceed the boundaries of the initial incision. The good news for cosmetic surgery patients is that there are ways to prevent abnormal scar formation and promote normal healing for aesthetically appealing scars. One of the most effective ways to treat scarring is through the use of topical silicone gel. Silicone products have been in use since the ‘80s, with topical gel products being developed more recently. The 2002 International Clinical Recommendations on Scar Management advises that silicone gel should be the first line therapy for the prevention and treatment of scars –

In 2007, Americans spent a total of $8.9 billion on cosmetic products; around 60 percent of sales of premium skincare brands were for products that offered anti-aging solutions.

the United States this year alone,” explains Kohring. “The good news, however, is that skin cancer is one of the few cancers where the cause of the majority of cases – excessive sun exposure – is known. So whether you're walking to the car or sitting by a window, practicing comprehensive sun protection can substantially lower skin cancer

the same promotion of their natural ingredient content. Started by actress and model Jennifer Yen, pur~lisse is a range of skincare products that combines the use of natural ingredients such as white tea and lotus flower, with lupine peptides and soy proteins. With a focus on caring for sensitive skin and counteracting the effects of aging, the pur~lisse range also benefits from the fact that its product development is influenced by Chinese beauty practices. The product range includes a serum to counteract melanin production, delicate cleanser, moisturizers, and an age-delaying formula. Ranges like pur~lisse cater to a clientele that are looking for exclusive, smaller ranges that can cater to their specific needs. Pur~lisse markets its products as a combination of Chinese herbal ingredients combined with French dermatological technology. Avoiding the use of components such as parabens (used in some products to extend shelf-life), petrochemicals, propylene glycol (another derivative of petroleum), synthetic colors and fragrances, those who buy the products will probably be more aware of such ingredients, and will make purchasing decisions based on that information. It is also a good example of a brand that has developed and grown both its product range and brand-recognition in a relatively short space of time. Selling at select outlets, customers of Pur~lisse and such brands are likely to be quite aware of the type of product they want, and be more willing to remain with that brand. That USP is one of the key aspects that can influence the success of any brand of cosmetic product. The scope of individualization – selling products on the basis of creating specific solutions - includes the notion that the range has been developed by one person, or a small number of people, to meet the requirements of a select group of clients. With consumers asking what products can do for them, rather than how products can deal with generic skin types, it is likely that the individualization of cosmetic products will form part of the future development of this multi-billion dollar industry.

in particular, the keloid and hypertrophic variations. Kelo-cote®, produced by Advanced Bio-Technologies, Inc., is one such silicone gel and is used regularly by plastic surgeons and dermatologists to help patients minimize scarring. This newer topical gel technology represents an enhancement over the earlier more cumbersome silicone sheeting products, offering an invisible layer of silicone that binds to the skin. Clinical studies have proven Kelo-cote® to be effective in treating and preventing scars. Towards the end of the natural healing process, if there is the development of any abnormal scarring, silicone gel can be applied by the patient twice a day for several months as directed by a surgeon or physician. “[At the point where] redness and thickening has to be dealt with, we

use Kelo-cote®,” says Dr. Gregory S. Latrenta, Clinical Associate Professor of Surgery at the Joan and Sanford Weill Medical College of Cornell University. “A topical silicone ointment, Kelocote is virtually undetectable by the patient. There is no odor, it is not greasy, and is inconspicuous. It treats the inflammatory response - the redness – of the scar.” As a primary treatment for scarring, silicone gel can play a big part in reducing the need for other, more intensive treatments, such as laser therapy, steroids, or even further surgery. Cosmetic surgery patients can be reassured that there are effective, proactive ways to enhance the healing of their surgical procedures and should consult with their surgeon to determine the best method of achieving an aesthetically pleasing result.

Consumers are arguably less likely to be concerned about the selling price as they would be about the effects that the product can achieve.

What will my scars look like?

risk and can help keep premature aging at bay.” The science of product development also plays a big part in the promotion of products that sell their ‘greener’ credentials, using natural ingredients as a unique selling point, or USP. The UK chain The Body Shop was one of the companies at the forefront of this sector of the market. This has helped to develop brands that sell more premium (i.e. expensive) products with