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The fastest-expanding area in 2007, however, is likely to be in anti-ageing procedures, says Rajiv Grover, including facelifts, necklifts and eyelid reduction, or blepharoplasty, to give it its technical name. He says brow lifts will be particularly popular. Demand from baby boomers, now turning 60, is increasing as such procedures are increasingly perceived as being safer, and with shorter recovery times.
“This is a generation who gave us the summer of love in 1967 and whose joie de vivre has kept them young at heart,” he says. “Now they want to look as good as they feel.”
In this area too, naturalness will be key, says Toledo, and that means starting work at an earlier age to maintain rather than recreate. Professionals who feel the need to continue to look young, such as air hostesses, are among his clientele.
“If someone is 60 and has a face lift, and comes back looking like a 40-year-old, all her friends are going to notice,” he says, “and that’s not what people want.”
In addition, Toledo sees a growing use of liposculpture in procedures such as facelifts which makes the surgery less invasive.
“The older type of face lift used to end up stretching the skin a lot, so you would look stretched rather than regenerated,” he says.
“Now you would also reposition the volume of fat under the skin.”
Blondeel says that where in the past surgeons would have taken facial fat away, now they are using it in areas such as eyelids, realising that it enhances the appearance of youthfulness.
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