Almost everywhere one turns an onslaught of cosmetic media is ready to pounce whether in grocery stores, in pharmacies, at newsstands, perusing through magazines, or vegging out in front of the tube. The casual consumer probably sees hundreds if not thousands of references on a daily basis alluding to tighter skin, wrinkle-free brows, fat-reducing techniques, perfect skin tone, etc, etc, etc. Wading through the garbage of worthless information trash can be a tricky task and often times people have a difficult challenge when determining what information to retain and what to scorn and use in the litter box.
For years Americans have fought a losing battle against aging skin, wrinkles, uneven skin tone, and more. Fortunately (or unfortunately depending on one's personal perspective on vanity) today's society plays gracious host to a multi-billion dollar cosmetic enhancement industry. Tsiantar's article begins by outlining some of the major players in this almost fantastical game of strategy and creativity aimed at one goal: winning you and earning the right to transform your fickle freckles, wobbly wrinkles, and downward dimples into reflections of physical perfection.
Although Tsiantar pays homage to Botox, one of the several cosmetic procedures that has revolutionized the way millions of Americans see themselves, she is quick to offer the spotlight to some of the newer competitors such as Juv?derm, unveiled by none other than Allergan, maker of Botox. Like its big sister Botox, Juv?derm is a dermal filler used to smooth wrinkles and provide a youthful facial appearance. Other products include Restylane created and marketed by Medicis, as well as Perlane a somewhat stronger version of Restylane also offered by Medicis.
Another Botox-like alternative which will likely get the FDA green light of approval is Reloxin. Although Allergan and Medicis appear to be the main fighters in the battle over skin treatments these two giants are not in the ring alone. Pharmaceutical companies, cosmetics companies, spas, dermatologists, and medical device makers are all trying to cash in on the seemingly limitless supply of eager consumers anxious for the fabled face of perfection. One of the reasons behind the ruthless rampage of wrinkle-removing age-defying procedures is that these techniques actually work, though not permanently, and create an illusion desired by everyone who might look every second of her not so young life.
What they do with what they got
Although the end result is generally the same-happy patients who hide years behind smooth-faced facades-the techniques are not universal. Tsiantar outlines the key types of skin transformation procedures and how each one is carving its own unique niche into the statuesque models they create. For example, the above mentioned Botox, Juv?derm, Restylane, Perlane, and Reloxin are injections. These materials are literally injected under the skin and create the appearance of smooth, tight jowls, chins, cheeks, and more.
However, clearly cosmetic surgeons aren't the only ones raking in the dough-in the world of cosmetic enhancement there really is room for everyone. After all, not every patient wants the same degree of treatment or even the same method. Enter the slew of options for every facial make and model, and to some degree every budget. Although effective, Botox, Restylane, and similar techniques can create a sort of "pulled look" that is not always favored by those of the baby boomer generation. Instead, these patients look for ways to improve their skin's appearance yet maintain that youthful feel they had when they were younger.
Radiofrequencies and other methods replace syringes and come in your pick of flavor: radiofrequencies (Thermage), plasma gas (Portrait), infrared light (Titan), light-emitting diodes (GentleWaves), pulsed light (Palomar Medical Technologies' Lux system) and lasers (Fraxel, Vbeam). And if the price of the procedure seems high, its nothing compared to what doctors and other specialty physicians shell out to purchase the medical equipment responsible for all the great improvements.
According to Tsiantar's article, these masses of metal, probes, and all sorts of other attachments, can cost in the range of $110,000 and $175,000. The FraxelSR1500 for example, costs $110,000 and then $400 for each special tip used during the procedure. The kicker: a tip is only good for four to six treatments. Additionaly, "According to Shiu-Yik Au, an analyst for Millennium Research Group, the market for aesthetic medical equipment will top $400 million this year, a 30% increase from 2005. He projects it could more than double by 2010."
And patients seem willing to contribute their share to enjoy such purchases. The GentleWaves treatment will set one back about $800 for an eight-session course of treatment but the gentle method is appealing to older patients. Through specialized technology, the GentleWaves machine energizes cells instead of damaging them. The energized cells create more collagen and thus improve the look and feel of the skin.
Over the Rainbow?more like Over the Counter
After a trip through your local drug store you might feel like Dorothy after she entered the grounds of Emerald City. Bright flashy colors and attractive products glisten and gleam on glass shelves. They all say they same thing: if you buy me I will make you pretty. Yeah right. But there is some truth, at least that is what cosmetics companies what consumers to believe. In this article, Tsiantar explores the cosmetics industry and how it shapes consumers faces almost as much as the $2,000 clinic procedure.
L'Or?al created Pro-Xylane; their own magic potion of age defiance. And for $132 you can purchase Lanc?me's Absolue Premium bx to put on at night and let your dreams combat those aging demons. According to the article, "To echo the instant effects of nonsurgical treatments, some antiaging products use ingredients that make you look better seconds after application. How? They use optical elements that reflect light (Definity by Olay), pink pigments that enhance skin tone (Clarins' Night Wear) and micro-size sponge-like pearls that fill in pores (Instant Smooth by Clarins). Boutique product Freeze 24/7's claim to fame: gamma amino butyric acid, a natural muscle relaxant that temporarily eases the appearance of fine lines."
As evident by Tsiantar's word of wisdom, the world of cosmetic facial enhancement is wide and all encompassing. One needs only know where to look.
