Are Trendy, Branded Cosmetic Procedures Right for You? Insights for 2024

The cosmetic surgery industry has evolved dramatically over the past 15 years. However, one challenge remains constant: the growing trend of marketing branded surgical and nonsurgical procedures as quick fixes for aesthetic concerns. Names like “Lifestyle Lift,” “Thread-Tox,” and “Smart-Lipo” promise miraculous results with little to no downtime. But are these highly marketed procedures the best option for achieving your desired results? Experts emphasize that while marketing has advanced, patient safety and outcomes must always remain the top priority.

Understanding Branded Procedures

Branded procedures often fall into two categories:

1. Named for the Innovator: These are techniques associated with a specific surgeon or researcher who popularized the method, such as Saldanha’s lipoabdominoplasty or Furnas’ conchal setback technique. These techniques are typically validated through rigorous scientific research and documented in medical literature.
2. Marketing-Driven Branding: These procedures are often created as marketing tools, designed to appeal directly to consumers with catchy names and bold promises. While they may offer some benefits, their efficacy and safety often depend heavily on the practitioner’s training and skill.

The Importance of Expertise Over Branding

As new technologies and procedures emerge, the Aesthetic Society continues to stress that a procedure is only as effective as the surgeon performing it. Branded procedures often simplify or oversell the complexities of aesthetic surgery. This can lead to mismatched expectations and, in some cases, unsafe outcomes.

Dr. J. Peter Rubin, a board-certified plastic surgeon, highlights the importance of selecting the right procedure for the right patient. “In the wrong clinical setting, the results may not come close to the promises made in the advertising,” he says. The judgment and expertise of a board-certified plastic surgeon remain the most critical factors in achieving optimal results.

Matching the Patient to the Procedure

Marketing for branded techniques often implies a one-size-fits-all solution. However, according to Dr. Sherrell Aston, past-president of the Aesthetic Society, “The human anatomy and aging process vary significantly from person to person. A single facelift technique, for example, cannot appropriately address the unique needs of every individual.”

Short-incision facelifts, “minimally invasive” techniques, and other marketed solutions can yield excellent results—but only when tailored to the right patient by a highly skilled surgeon.

Patient Safety in 2024

Patient safety has become an even more critical focus in today’s cosmetic landscape as the demand for procedures has surged, along with the number of underqualified providers offering them. Procedures such as facelifts, liposuction, abdominoplasty, and breast surgeries require extensive training and expertise.

Dr. Renato Saltz, a past president of the Aesthetic Society, emphasizes that the rigorous residency training required for certification by the American Board of Plastic Surgery (ABPS) equips surgeons to handle the complexities of these procedures. This training ensures not only technical skill but also an understanding of ethics, safety, and patient-centered care.

How to Choose the Right Surgeon and Procedure

If you are considering a cosmetic procedure, follow these steps to ensure your safety and satisfaction:

1. Research the Procedure Thoroughly: Understand the potential benefits, risks, and recovery time for the procedure you’re considering. Avoid being swayed solely by catchy names or marketing claims.
2. Verify Your Surgeon’s Credentials: Ensure your surgeon is certified by the American Board of Plastic Surgery (ABPS) or an equivalent, recognized certifying board. This certification demonstrates extensive training and expertise in aesthetic surgery.
3. Ask About Experience: Choose a surgeon who specializes in the procedure you’re considering. Ask how many similar procedures they’ve performed and request to see before-and-after photos.
4. Prioritize a Tailored Approach: A skilled surgeon will evaluate your unique anatomy and goals to recommend the best procedure for you, whether or not it’s a branded technique.
5. Understand Informed Consent: Ensure that your surgeon fully explains the procedure, risks, benefits, and alternatives. Take the time to read and understand all consent documents before signing.

The Evolution of Minimally Invasive Procedures

In 2024, advances in technology have introduced new, minimally invasive options for facial and body rejuvenation. Treatments such as radiofrequency microneedling, laser liposuction, and injectable fillers can address some aesthetic concerns with less downtime than traditional surgery. However, these are not replacements for surgical procedures in cases requiring more significant changes. Consulting with a qualified plastic surgeon ensures that your chosen treatment aligns with your goals and delivers realistic, long-lasting results.

Conclusion: Expertise Matters More Than Branding

Branded procedures may promise convenience and fast results, but the most critical factor in cosmetic surgery remains the skill, training, and judgment of your surgeon. Marketing trends come and go, but patient safety and individualized care are timeless. By choosing a board-certified plastic surgeon and prioritizing a personalized approach, you can achieve beautiful, natural results that align with your aesthetic goals.

If you’re considering a cosmetic procedure, visit the Aesthetic Society at www.surgery.org to learn more about qualified providers and the latest advancements in the field. Your safety and satisfaction depend on making informed decisions guided by experts.