Cosmetic surgery was a taboo subject until a few years ago. But these times seem to have changed long ago. The acceptance and demand for plastic-aesthetic interventions is growing steadily. They are intended to provide relief where nutrition, sport, cosmetics and conventional beauty treatments are no longer sufficient.

The media attention is likely to have a significant influence on the more open handling of aesthetic-plastic interventions. Many celebrities, such as Sarah Jessica Parker (Sex And The City) or Kaley Cuoco (The Big Bang Theory), publicly support their decision to have their breasts enlarged. But breast reductions are also very popular with celebrities: whether naturally too large breasts, as recently with Sophia Thomalla or actress Ariel Winter (Modern Family), or the removal of breast implants, as Victoria Beckham admitted. Making a secret of one’s own interventions is increasingly becoming the exception.

Why is breast augmentation booming despite the naturalness trend?

Breast size and shape are largely genetically determined. Breast corrections are as good as the only way to have the breast changed according to your own ideas. A naturally very large breast is often associated with considerable back pain, which can only be remedied by a breast reduction.

A bust that is too small or barely there can have a very negative effect on self-perception as a woman. Boob job can create a completely new attitude towards life under such conditions. Pregnancy, diets or the normal aging process almost inevitably lead to overstretched skin, which does not recede with the toughest exercise or nutrition program. A tightening, in which this excess skin is removed, can give the breast a more youthful, plump appearance again.

Breast augmentations with implants are the most common. The implants are available in various sizes and shapes, so that most patient wishes can be implemented. Both the size and shape of the implants used differ greatly from country to country.

In Germany, anatomically shaped cushions are preferred for a more natural -looking result, while in Spain significantly larger implants, predominantly in a round shape, are used. However, it is not only the shape of the implants that is important for the result. The place of placement and the anatomy also play a decisive role. A silicone cushion can be placed both in front of the chest muscle and behind it. Get the most natural result possible from your breast augmentation expected, is therefore not only well advised to choose anatomically shaped implants. Implants placed under the pectoral muscle also create a bust size that hardly differs from a breast on which no plastic-aesthetic surgery has been carried out.

Breast corrections with autologous fat have achieved a great boom since the implant scandal surrounding the French company PIP. Exactly the opposite is the case with buttock enlargements, in which the use of the body’s own fat has largely displaced implants.

The so-called Brazilian Butt Lift is mainly known in the world through stars like Kim Kardashian or Nicki Minaj.

In other countries it looks very different. In Brazil, it is already one of the most common procedures, and in the US, too, the combined operation of liposuction and post-tightening with enlargement is one of the main reasons that liposuction is slowly pushing breast augmentation from the throne of the most popular aesthetic operations.

During the procedure, liposuction is performed elsewhere on the body to obtain autologous fat, which is injected into the buttocks. In this way, problem areas, for example on the hips, can be treated at the same time without any additional intervention. Breast augmentation with autologous fat injection is carried out using a similar procedure. It can be assumed that the number of interventions in this country will increase in the next few years.

Social media and the Kardashians drive the industry – in the US

Another indicator for this is the explosive increase in the number of patients between 18 and 35 years of age. “Millennials” make up around 18% of all patients. Most doctors seem to have already found the reason for this on social media. Almost half of all plastic aesthetic surgeons in America today state that the hunt for the perfect selfie and the impressions from your own social media feeds are decisive for the desire to change something in yourself. Numbers that have fueled some US tabloids in the past few years to target the Kardashian-Jenner Klan.

However images and reports of unsuccessful interventions or exaggerated obsession with beauty, such as Meg Ryan or Mickey Rourke, are deeply rooted in a lot of folks. It is true that patients in particular orientate themselves towards celebrities; however, “frozen faces” or “dinghy lips” remain frequent fears.

Rumors also persist for many other interventions, especially breast augmentation with implants. Strengthened by the aftermath of the implant scandal in 2010, doctors and patients have become even more cautious. Another reason why some trends from the USA are only slowly establishing themselves in rest of the world – many medical professionals are not ready to use products or techniques , even if they have long been approved, if there are no clear long-term studies on them. The memories of various scandals surrounding medical devices, which also recently caused the EU to have manufacturers controlled more strictly, are deep. Older patients in particular are therefore critical of treatments.

This is also reflected in the inquiries and operations in countries like Germany. Established interventions such as breast enlargements, eyelid lifts, liposuction and facelifts are widespread and together make up around 40% of all invasive interventions. More recent interventions such as enlargement of the buttocks do not even appear in the last statistics of the DGÄPC. Fewer than 10,000 search queries are entered on Google every year – not even a third of the monthly queries for breast augmentation. While facial treatments such as wrinkle injections and facelifts are often requested in general, there is greater interest in so-called body shaping treatments and comparatively more recent interventions such as Brazilian butt lifts and hair transplants.

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