Sexual Rejuvenation – the big treatment of 2019?

It’s no secret that sexual rejuvenation treatments have rapidly increased in popularity in the UK market over the past few years. But last year saw a substantial upsurge in vaginal rejuvenation, indicating more and more people are conscious of their sexual aesthetic.

A newly published study by the International Society of Aesthetic Plastic Surgery (ISAPS), which surveyed more than 1,300 plastic surgeons worldwide on the number of specific surgical and non-surgical procedures in 2017, had some interesting results.

Last year, vaginal rejuvenation, including labiaplasty, showed the largest increase in the number of procedures worldwide from 2016, with a 23% increase. The two procedures with the next largest increases were ‘lower body lift’ (22%) and ‘buttock lift’ (17%) – treatments that could potentially be complimentary to sexual rejuvenation procedures.

Vaginal rejuvenation treatments mainly focus on the improvement of the cosmetic appearance, as well as the tightening of the vagina to enhance sexual function. According to the American Society for Aesthetic Plastic Surgery, vaginal rejuvenation is highly popular and is the latest cosmetic trend in the cosmetic and beauty market, but why is this and will it continue to be big in 2019?

Media and Marketing

In a bid to appear more youthful, it’s quite possible that patients also want to look and feel ‘sexy’, and this is a look being sold in the media.

There has been a surge of celebrities and household names openly talking about having sexual rejuvenation procedures; Kim Kardashian, Mel B and Danielle Lloyd are just three out of the many celebrities who have advocated for such treatments. Having a celebrity endorse a product has previously been shown in research to increase both sales and brand awareness.

The media also covers more stories on ‘real-life’ women having the procedure and how it has enhanced their sexual wellbeing.

Treatment evolution

As well as the desire to look youthful and sexy, procedures have evolved over the years and become safer and less invasive, making them an attractive option. Many more minimally invasive options are now available, with the market becoming increasingly saturated with products and devices.

The most common vaginal rejuvenation treatments include:

Surgical

The more traditional method, yet the most invasive, would be a vaginoplasty. During this procedure, separated muscles are pulled closer together and the extra mucosa skin from the back side of the vagina is removed. The external skin can also be removed, if needed, for an enhanced aesthetic appearance.

Non-surgical

The main non-surgical alternatives involve using energy-based devices to improve vaginal laxity, such as laser and radiofrequency (RF). The treatments comprise a handheld probe that is inserted into the vagina. Both are non-ablative, meaning that they target lower layers of the skin, but not the surface. The energy is targeted at specific levels within the vaginal wall to increase collagen production and encourage the contracture of elastin fibres.

Male sexual rejuvenation

Interestingly, the increase in sexual aesthetic treatments is not just apparent in female clients. Two UK cosmetic surgery groups for male sexual health told the Victoria Derbyshire programme they have seen a large increase in enquiries for penis fillers.

The two clinics say they have around 700 enquiries a month between them, compared to fewer than 10 a month, just three years ago. They’ve also seen a 20-fold increase in procedures, to more than 130 per month over the same period of time.

With the sexual rejuvenation market showing no signs of slowing down, and marketing efforts increasing, expect an upturn in clinic enquiries in 2019 – for women and men.

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