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It used to be getting a makeover meant a closet full of new clothes and a fresh new ‘do. But somewhere between reality television and advancing technology, America’s obsession with self-improvement has rocketed into the stratosphere. Thanks to TV shows like The Swan and Extreme Makeover, more people are opting for a quick surgical fix -- and plastic surgeons are responding by putting nipping and tucking within an exfoliated arm’s reach. Nowhere is the trend gaining more steam than in Beverly Hills, where a handful of doctors has set up medical shops among the fashion elite of Rodeo Drive. For prospective patients, the bonus is twofold: Not only do they get to skip the dreary hospital scene; medical care has never been more convenient. Welcome to the age of retail medicine, where getting a facelift is almost as easy as picking up a pair of Prada pumps. It started about 18 months ago when Rodeo Drive Plastic Surgery (421 N. Rodeo Dr., Terrace Level South, 310.550.6300) -- a ritzy nip-and-tuck stop favored by moms in search of their pre-pregnancy abs -- opened not far from Chanel. Never mind that Rodeo doctors pay more per square foot than they would in other parts of town; they’re banking on the tony address to win new clients.
