Beauty is booming

The number of cosmetic surgeries and minimally invasive procedures has increased significantly during the pandemic years - the Centre for Plastic Surgery at the Pyramid Clinic by the Lake in Zurich has seen an increase of around 25 per cent.

We spoke to Dr Rosmarie Adelsberger, FMH specialist and EBOPRAS for plastic, reconstructive and aesthetic surgery, about the latest developments.

Dr Adelsberger, studies worldwide show that the demand for aesthetic surgery and minimally invasive procedures has increased during coronavirus. To what extent can you confirm this?

We can definitely confirm this increase in demand. We saw an increase of around 25 per cent in aesthetic surgeries and minimally invasive procedures during the pandemic years 2020 and 2021. 2021 proved to be the year with the highest turnover compared to 2020.

What do you think are the possible reasons for this? Is social media also a driving factor?

Most patients have usually been considering cosmetic surgery for months or even years before they come to the consultation. The pandemic with working from home, social distancing, fewer holidays and less expenditure has meant that many have been better able to afford surgery financially and, above all, in terms of time. Most of them did not have to take holiday for the recovery period and were therefore able to have the procedure without the knowledge of their superiors and work colleagues. In other words, the increase in aesthetic surgery is explained as a "favourable opportunity" rather than a boom in spontaneous desires for self-optimisation.

However, the situation is different for minimally invasive treatments. Due to the increase in self-views during video conferences, many people have increasingly complained about wrinkles or a tired facial expression, which could usually be treated with little effort, i.e. minimally invasively. Here, the decision to undergo treatment was usually more spontaneous than for surgery.

In general, social media is certainly a driving factor for aesthetic treatments and operations. On the one hand, users can see what is possible (for example, before and after pictures, the wide range of different treatments, testimonials and influencers), while on the other hand, various topics such as intimate surgery are becoming less taboo. The dangerous thing about social media, however, is that users can develop a negative self-image over time: They see flaws in themselves that previously hadn't bothered them. It can also be problematic that expectations are no longer realistic, as the majority of social media only post the best results.

Risks and complications are usually not mentioned or even concealed, which is why a serious consultation with a specialist (FMH) in plastic, reconstructive and aesthetic surgery is essential.

Which operations are most frequently requested at your clinic?

The most frequently performed operations at the Centre for Plastic Surgery at the Pyramid Clinic by the Lake - which have remained constant over the past few years - are

• Breast operations (augmentation, reduction, lifting)
• Eyelid lift (upper and lower eyelid)
• Liposuction
• Rhinoplasty
• Tummy tuck
• Face and neck lift
• Intimate surgery (e.g. reduction of the labia minora or vaginoplasty)

And what are the trends in minimally invasive procedures?

A real "trend" is not visible, but rather a constant. Wrinkle treatments with botulinum toxin A and hyaluronic acid have been the most popular treatments for years. Treatments with threads are becoming increasingly popular. However, care must be taken here to select the right patient, as not everyone is suitable for a so-called thread lift. In addition, more and more medical devices are being used, such as lasers, radio frequency, ultrasound and microneedling. This is where the variety usually becomes confusing for the layperson. The cost and benefit of such treatments should be clarified well in advance, as a treatment with a lot of effort and little result is disappointing. In contrast to an operation, the treatments should be repeated at regular intervals for a long-term and optimal result.

The minimally invasive procedures are not intended to change the patient, but to make them look fresher and healthier.

What is the age structure of your patients? Has there been a change here in recent years?

Here too, the numbers are relatively constant. Of course, the age varies depending on the operation performed. In the case of breast augmentation
patients are understandably younger than those undergoing an upper eyelid lift. On average, women are 39 years old. Men are usually older, with an average age of 47.

Are men also increasingly willing to go under the knife?

The available data varies greatly here. Worldwide, there is talk of an increase in male patients. However, we have also had an unchanged proportion of around 10 per cent of male patients here for years - for operations and minimally invasive procedures.

What needs to be considered after a procedure or after an operation? Can the patient go to the beautician immediately afterwards?
This depends very much on the operation or minimally invasive procedure performed and cannot be answered in general terms. In most cases, however, it is not advisable to go straight to the beautician. Patients are generally given very precise information during the consultation about what they need to look out for after the operation or treatment.

INTERVIEW, BEAUTY & CARE Medical Beauty. The interview was conducted by Jaqueline Kramer.