"RICH GIRL FACE" AND "LIQUID LIFTING": THE TRENDS THAT ARE POPULAR: AMONG THE MILLENNIALS, A BOOM OF IMITATION OF SOCIAL MODELS

di Maria Serena Patriarca

The concept of beauty changes with the times, and cosmetic surgery is experienced more and more as a means to get to resemble one’s “ social” idols. But if parents and very young people seem to have accepted this phenomenon without problems, it is instead the same Doctors and Aesthetic Surgeons who ask themselves questions about it. The Soap and Water Look? For most of the young and very young, strongly influenced by the models of online influencers, it is no longer fashionable, and plump lips and pronounced cheekbones are preferred. This is why the “ Rich Girl Face ” is making its way among the new trends in cosmetic surgery – at an international level, which is also popular among boys, and not only among girls, and ensures that ask the specialists of the sector to resemble the television and web beauty standards widespread among the most popular characters, the so-called “VIPs”.

This phenomenon, think about it, especially concerns adolescents and very young people up to 24 years old, who are increasingly conditioned by social media.

If once there was a tendency to “hide” the cosmetic surgery performed, looking for the most natural and invisible results possible, today more and more patients want – instead – almost “flaunt” the retouching carried out, thanks to the mass media, talent shows and reality shows, as well as the aesthetic models that dominate fashion and lifestyle magazines.

The lips, for example, are desired fleshy, the cheekbones more and more pronounced, and the body becomes something to be exhibited and exposed. The volumetric augmentation of the lips is the most requested intervention in aesthetic medicine by younger women, but the increase in the zygomatic areas or the preventive botulinum for wrinkles are also very common.

Among the young target, the protocols with bio-stimulating threads combined with each other are strong, as well as the therapy with biostimulation without needles, perhaps associated with carboxytherapy.

Among the novelties of the moment there is also the “liquid lifting”: a non-invasive procedure with which – by acting on the bone structure – the soft tissues are repositioned upwards. For Liquid Lifting we mean filling the mandibular or zygomatic ligaments with a filler (hyaluronic acid or calcium hydroxyapatite) in order to bring them back into tension, because due to aging these areas of the face relax and they soften. Therefore, the bone volumes have increased to try to fill and bring upwards – for example on the cheekbone or on the jaw – that part that is in front of the ear, where the parotid fascia is located, a fascia that – if it is swollen and slightly filled – brings up the tissues of the middle part of the face (i.e. the cheek).

At what age can liquid lifting be used? It is usually a practice more in force among the sixties but in case of excessive weight loss or premature sagging of the tissues already from the age of 30.

Smartworking, then, has meant that even the neck has become a target of great aesthetic attention. Everyone dreams of the so-called smooth “swan” neck, but the risk instead of a “turtle neck” or technical neck (from webinar) is around the corner. Neck aging mainly affects men, even before the age of 40. In particular, the ‘technical collar’ (or webinar) is a phenomenon that has emerged especially with the Covid 19 pandemic and the related increase in the hours that see us busy at the desk, at the PC and at the tablet. Incorrect postures have a huge impact on the neck and its state of health and youth. A recent innovation for the neck is the Endolift, a diode laser beam, emitted from the very thin tip of an optical fiber inserted into the superficial dermis. This method creates a “lifting” from the inside, stimulating the production of neocollagen by the fibroblasts. The effect occurs approximately one month after treatment and lasts for at least a year.