Evolution of Aesthetic Medicine and its Implications on Modern Society

Throughout this century, the term natural beauty has taken a wide variety of definitions. Aesthetic treatments are rapidly becoming socially sought after in large urbanized communities, and this craze is rapidly progressing towards a flawless sales tactic for all cosmetic surgeons and media alike—proclaiming that one should invest in themselves. What was once seen as treatment for individuals in dire need is now evolving into a marketable service rendered to those with the means to obtain it. It is clear that demand for aesthetic surgery has skyrocketed in recent years, an increase caused by modern marketing tactics, technological development, as well as the modern idea of individualism and self-expression through artificial body modification.

Evidently, the use of traditional embellishments such as makeup and hairstyling are not enough for certain groups in today’s society. Many men and women are willing to pay top dollar for permanent changes masked by the belief that it will increase self-confidence, increase visual appeal, or reduce the effects of aging. Regardless of the motives behind undertaking surgical procedures, the cause of this mindset is clear. Modern marketing has distributed a plague of perfect breasts, firm obliques, slender silhouettes and white teeth across a variety of media, infesting a number of communities within North America and the developed world. Vanity and personal image have taken more priority than ever (Sullivan 2001:1) within the cosmetic medicine discipline, evident by the fact that the most common cosmetic surgeries are breast enlargements and/or reductions (Sullivan 2001:1).

Immense pressure from the media causes patients to undergo procedures without even considering implications. In some c...

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