Why Is Plastic Surgery So Popular?

Turn on your television just about any time and you’ll find a program on cosmetic procedures. TV shows, both reality and fictionalized, all cater to our fascination with esthetic enhancement. Popular magazines like People and Us Weekly provide the latest gossip on who’s been nipped, tucked and had BOTOX Cosmetic treatments. Even upscale publications like Vogue run regular features on what's new in the cosmetic world. Run a Google search for “cosmetic surgery” and you’ll get almost 17 million Web site listings!

What gives? Is all this attention just hype or are people really having cosmetic surgery in droves?

The latest statistics from the American Academy of Aesthetic Plastic Surgery (ASAPS) reveal that cosmetic enhancement is firmly entrenched in our culture. In 2008, ASAPS members performed 12.1 million surgical and non-surgical cosmetic procedures … up 3% over 2007 despite the tougher economy … and 63% above the year 2000.

“Cosmetic surgery is out of the closet because we recognize it’s not just for the rich and famous anymore,” says Toronto-based surgeon Dr. Mitchell Brown. “People have the attitude that, if they can change something they don’t like about their appearance, why not go ahead? Especially when it’s safe and achievable.” Besides disposable income, it's easier to get financing, he adds. 

The fact that we live in a health-conscious society is another factor influencing the growth of esthetic enhancement. “The baby boomer generation is in full swing and there’s a strong interest in looking as good as you feel,” according to Cosmetic Facial Surgeon David Naiberg. 

“In addition to diet and exercise, cosmetic procedures are becoming part of the whole health-care mantra,” Naiberg adds. Improved technology and surgical techniques have made a big difference. “We have safer anesthetics, more effective lasers and less-invasive procedures like endoscopic surgery. Patients know they will get a good result today.”

Cosmetic enhancement ties in with a natural human drive to improve ourselves in every area of life. “We’re all happier and more confident about life when we know we’re fulfilling our own potential,” says Dr. Michael Bennett, who runs personal development seminars in addition to focusing on cosmetic work in his Victoria, British Columbia (Canada), practice. 

However, craving a more appealing appearance is nothing new. “Throughout history, we’ve always been interested in improving the way we look,” observes Alberta Physician Nicolas Morison. “The difference is, today, we’ve turned the art of cosmetics into a science. We know what works and what doesn’t, and we now consider it normal to make the most of yourself.”

People understand that making a good impression on others benefits them both socially and economically. “For example, psychological studies show we perceive people with good teeth to be more popular and intelligent,” Bennett explains. “Rightly or wrongly, we tend to stick with that impression until it is proven otherwise.”

Male patients in Naiberg’s Toronto practice often cite career reasons for having procedures like eyelid surgery, a facelift or rhinoplasty, he says. “We all know the marketplace is very competitive today. I’ve had patients tell me they’ve been passed over for promotion in favor of a younger co-worker. Having cosmetic surgery can take 10 years off your appearance and really give you an edge.”

Our fast-paced, competitive society has also created a demand for non-surgical procedures that have little or no downtime, and ASAPS statistics reflect this trend: In 2008, they accounted for 86% of the total number of cosmetic procedures reported. It’s obvious that many of us who would not have considered surgery in the past are now more open to having esthetic enhancement simply because there are so many non-surgical procedures available.