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Dear Doctors and Suppliers

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Trending in Aesthetics in 2015 03 Febuary 2015 In 2015 Aesthetic treatment will continue to grow as consumers become more educated and open to ageing intervention. This is thanks to advancements in products, education and more natural looking treatment results. Karen Ellithorne speaks to some industry experts to find out how they see the aesthetic industry evolving over the next 12 months. Injectables are here to stay and continue to grow and advance Plastic and reconstructive surgeon Dr Chetan Patel anticipates that in 2015 we are going to see more filler manufacturers, including the addition of anti-ageing molecules as part of their filler formulations, such as antioxidants and growth factors. He also predicts that the growing use of fillers and toxins will continue in 2015, but in far more conservative doses than was previously used to achieve very natural rather than awkward looking results. Less is more “Over the last few years, the ‘global approach’ has been an emerging trend,” says plastic surgeon Marshall Murdoch. “This has seen treatments extended across the face, with more areas being treated, but smaller amounts being used. The aim is a beautifully enhanced, but natural look.” Murdoch predicts that in 2015 multi-modality treatment will take this paradigm to the next level by using several different treatment options, each aimed at a specific aspect of ageing, to create a result that is greater than any single treatment. “This trend will be driven by patisents who seek a natural and timeless aesthetic, rather than the brash and obviously ‘done’ look. The combination of less invasive surgery, energy-based devices, dermal fillers and neurotoxins, tailored to the specific needs of each patient will yield a result that is greater than the sum of each treatment – truly justifying the ‘Gestalt Result’,” continues Murdoch. “Practically achieving this is likely to require high level aesthetic intuition combined with technical virtuosity and it may be several years before this trend reaches its zenith.” Suspension sutures Towards the end of last year we saw the introduction of suspension sutures for a discreet, immediate lifting effect for the facial contours. The sutures currently available in our market are called Silhoutte Soft and are distributed by Genop Healthcare. The main component of Silhoutte Soft is polylactic acid (PLA), a polymer known in the medical field for many years (eg suture thread, orthopaedic pins, screws and nails for bone fractures are all made from PLA). This polymer is particularly biocompatible with human beings and also completely biodegradable. Once the suture is applied, the polylactic acid acts on the deeper layers of the skin and helps increase the volume of saggy areas and gradually restores natural shape back to the face. This is a new trend in injectable aesthetics and it is going to be interesting to watch how it develops and advances in our market place.  Ethnic skin Sonette Donker from Skin iD predicts that in 2015, due to South Africa’s large ethnic population, we are going to see an increase in skin lightening/ whitening treatments with Fitzpatrick Photo Type 5&6 wanting to be two to three shades lighter. This will be done in a safer, more natural and controlled way than it has been done in previous years. “If you own or manage an aesthetic practice, it is advisable to focus on the rising black middle class that is concerned with hyperpigmentation and oiliness,” suggests Donker, as this is a rapidly growing market in our industry. Expanding markets It is expected that more men will seek cosmetic surgery and aesthetic treatments this year to look good and stay competitive in the job market. According to ASAPS (American Society for Aesthetic Plastic Surgery), men seeking cosmetic procedures in 2014 have risen to 9% of the total procedures. Donker agrees that the number of men seeking aesthetic treatments has risen and suggests the use of chemical peels, botulinum toxin and fillers to correct the visible signs of aging. It is also surmised by board-certified plastic surgeon Norman Rowe (New York City) that the age group of clients seeking cosmetic procedures will continue to expand to both younger and more senior patients. Younger patients realise the important role of early anti- ageing intervention, while older patients are staying in the workforce longer and want to look more youthful. North or South? Laser technician Cherie Fraser from Dermology has been practicing a laser treatment called the South Beach Peel in her clinic for a number of years already. This treatment helps to combat ageing issues and is very successful in the treatment of fine lines, wrinkles, pigmentation and redness. For 2015 she predicts an increase in demand for the North Star Peel, which is the latest non-surgical laser treatment that helps you look younger, without the need for plastic surgery. Both treatments combine Broadband Light rejuvenation, which is very effective in erasing sun damage, with the smoothing effects of the MicroLaserPeel and/or ProFractional laser resurfacing all in one treatment. “When administered separately, the three treatments are extremely effective, but when combined it provides an even greater result with less downtime,” says Fraser. The new North Star Peel combines the same three technologies but provides significant improvement with moderate to severe lines, wrinkles, acne scars, and sun damaged skin. “Depending on the severity of condition we can design the most effective laser treatment for the skin’s condition. The North Star Peel is a new procedure for our clinic, but already the results have been dramatic,” concludes Fraser. Surgical enhancement On the plastic surgery front, Dr Patel also envisions advancement in the growth of fat transfers as a more permanent form of correcting those wrinkles and volume loss areas of the face.  “Fat transfer is a highly specialised but extremely rewarding technique offering long lasting results in comparison to current hyaluronic acid and other fillers on the market,” he says. Dr Patel expects to see a growth in liposuction and liposculpture, with or without fat grafting (ie buttock augmentation) on the surgical front. He also foresees a move toward day case cosmetic surgery with the view toward quicker recovery with the use of combination therapies, both medical and physiological, as patient work demands become increasingly stringent Dr Patel feels that surgical rejuvenation will continue to remain fairly unchanged for 2015 with liposuction and breast procedures continuing to top the charts. It seems destined that fillers and toxins will continue to be the leading procedures for 2015 but with the theme of less is more. Expect your patients to visit your aesthetic practices more often for minimally invasive treatments. This will be in opposition to them having invasive treatments once or twice a year that interrupt their lives with hectic downtime. The key for success in 2015 will be to ensure that you gear your practice to encourage regular visits through treatment package discounts and possibly loyalty discounts, while keeping yourself completely up to date with the latest technologies.
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