The rise of dimpleplasty – a celebrity endorsed product?

October 31, 2017 by admin0
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Our recent infographic on What’s big in the cosmetic industry highlights the increasing trend for dimpleplasty, a quick and minimally invasive surgery that has tripled in popularity in recent years. Although dimples are actually a genetic medical deformity, they are in many cultures considered a sign of beauty, good luck and prosperity. In the western world, the continued popularity of dimpled celebrities has undoubtedly fuelled this trend, with Cheryl Tweedy possibly taking the dimple queen crown but closely followed by the likes of Katy Perry, Beyonce, Harry Styles and Ariana Grande to name a few.

But what does dimpleplasty entail? A muscle inside the cheek, known as the buccinator, is naturally indented in individuals who have dimples. The appearance of dimples can be formed by creating a defect in that muscle to surgically create dimples. The surgery only takes about 30 minutes and can be performed under local anaesthesia. Unlike some more invasive procedures, the patient should only experience minimal swelling afterwards and no noticeable stitches or a need for bandages.

Requests for dimpleplasty may have increased in part due to the ease of the procedure, the relative affordability and the lack of downtime afterwards. But surgeons have also noted the popularity of selfie photos and the impact of celebrities on this trend.

So, who is doing it? The key demographic seeking this procedure is women of the millennial generation, between around 22 and 30 years of age. Often heavily influenced by celebrities, women in this demographic are also keen to appear forever young and dimples have long been associated with youth. In some cases, patients like the idea of dimples because they work well with the overall proportions of the face. But in many cases, the rise in demand for dimples will simply be that dimples happen to be ‘in’.

Whilst dimpleplasty surgery is certainly less invasive than some other cosmetic interventions, it does nonetheless carry risks that could result in deformities that would be very difficult to correct. Thorough training and a clear understanding of the end result that the patient is seeking are essential, otherwise dimples could turn out to be overly dramatic, unnatural or in the wrong place, resulting in a dissatisfied patient and a potentially expensive insurance claim against you.


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