Men, meanwhile, are not rushing under the knife. In the past two years,
the number of assorted cosmetic procedure performed on males has dropped
by 7 percent since 2005, with "nose reshaping" the most popular, followed
by eyelid surgery, liposuction and hair transplants. With more than
a million cosmetic procedures last year, men constitute less than 9
percent of cosmetic surgery patients, according to the ASPS. Facelifts
for men are down by 39 percent since 2000, liposuction by a third. Male
breast-reduction surgery, however, is up by 22 percent in that time
period. The ladies present a different profile. The number of cosmetic
procedures performed on women has risen 9 percent in the past two years,
with breast implants in the lead, followed by liposuction, nose reshaping
and eyelid surgery. With almost 10 million cosmetic enhancements, women
make up more than 90 percent of the patient population. The number of
breast lifts has risen by 96 percent in the past seven years, the number
of breast augmentations by 55 percent. Such numbers resonate in the
business. Rodeo Drive Plastic Surgery -- adjacent to Chanel, Dior and
Tiffany & Co. in Beverly Hills, Calif., -- has opened the nation's first
Breast Augmentation Information Center within the 5,000-square foot,
boutique-style office. "We designed our center to combine the convenience
of storefront shopping with what I call the 'Four Seasons treatment,'
" said director Dr. Lloyd M. Krieger, who offers patients advice on
a "lifestyle overhaul," including hairstyle and spa treatments.