2020 will inevitably go down in history as the year that changed, well, everything. And that includes the types of cosmetic procedures people are asking for. Turns out, our “new normal” has had a direct impact on both how we want to look and our attitude toward the treatments that can help achieve the desired end result. Here, seven plastic surgeons reflect on how their patients’ desires were different this year. One common denominator the doctors have seen? Business is booming.
Smaller breasts are trending
“We’ve had many more women come in for breast reduction surgery. It may be due to COVID-19–related weight gain, but I also think it’s due to women being at home and realizing they’re not happy with their shape and finally having the time to look into a solution. I’m also seeing a trend of women wanting smaller breasts in general. Prior to COVID-19, most women wanted a C or D cup—now they want a B or C cup. I think this is because they’re home more and want to be braless and, therefore, have a smaller cup size.” —Dr. Melissa Doft, board-certified plastic surgeon in New York City
Plastic surgery is now a form of self-care
“Since COVID-19, I’ve seen more requests for mommy makeovers. When you go through what we have collectively gone through this year, you start to understand the importance of taking care of yourself and not putting off things that are important to you. Every mom has been forced to become supermom this year. We are giving even more of ourselves, and I think it’s natural to start wanting to put more focus on our own happiness and comfort. It really is self-care for many women.” —Dr. Kelly Killeen, board-certified plastic surgeon in Beverly Hills, California
Surgical procedures are replacing noninvasive treatments
“One of the major changes I’ve seen in my practice amid the pandemic is a shift from small cosmetic enhancements, such as injectables, toward bigger surgical procedures. Many patients want to stay away from smaller, short-lasting treatments because they don’t feel comfortable making frequent trips to the doctor’s office for touch-ups and maintenance visits. They’re also shying away from treatments that yield less dramatic results, because of limited social interactions and [continued] mask wearing. ‘What’s the point of getting something done if the mask will hide it?’ is something I now hear from my patients all the time.” —Dr. Konstantin Vasyukevich, double board-certified facial plastic surgeon in New York City
Having more time to think makes a difference
“People have more personal time. It’s time to sit with yourself rather than running around socializing, to actually process your inner dialogue, think about what’s making you happy or unhappy, and look in the mirror and reflect on what you’re seeing. It’s time to work out regularly and discover that despite your diligent workouts and strict diet—that you’ve now had time to adhere to—you still have those trouble spots that you always told yourself would go away, once you finally had time to work out and eat right. It’s time to get online and really research that procedure you always wondered about. These patients are showing up, convinced they’ve done their part, and are now super-ready for me to do mine.” —Dr. Ruth Celestin, board-certified plastic surgeon in Riverdale, Georgia
The effects of Zoom are real
“Because people are on Zoom for work and meetings all the time, they’re beginning to see themselves at angles that they haven’t seen before. We usually look at ourselves mostly in the mirror and straight on—rarely do we see a profile or side view of ourselves. People are seeing these views more and more, over their webcams, and are coming in, requesting procedures that alter their profile, such as neck liposuction, neck lift, and rhinoplasty. These procedures have seen a large bump because of increased Zoom time.” —Dr. Jason D. Bloom, board-certified facial plastic surgeon in Bryn Mawr, Pennsylvania
For some, there’s more money to spend
“The fact is that all kinds of procedures are up. People with money aren’t spending it on travel and other things, and can then spend it on surgery. And since they aren’t doing these other things, they also have more time to recover.” —Dr. Steven Teitelbaum, board-certified plastic surgeon in Santa Monica, California
“Because of COVID-19, patients aren’t traveling, buying fancy clothes, or dining at expensive restaurants. At their appointments, they’re telling me they have both extra money and time now and they want to invest in themselves.” —Dr. David Shafer, board-certified plastic surgeon in New York City
Going virtual isn’t going anywhere
“There’s been a surge in requests, not only for in-person consultations but also virtual ones. Not everything can be addressed during a virtual consult, but patients can still learn a lot. The nature of a virtual consult works well for patients because it gives them flexibility in their schedule, and for me, I can cover much of what I would in a typical consult in less time. Younger patients, especially, also seem more at ease working virtually. I think that when things go back to ‘normal,’ we’ll see a decrease in patient traffic, but I think virtual consultations will remain an option for most practices.” —Dr. Manish Shah, board-certified plastic surgeon in Denver
Masks make for discreet recovery
“I’m getting many, many more requests for facial surgery, especially facelifts and neck lifts. In the middle of the initial, very strict shelter in place, patients were calling, almost exclusively, for facial surgery. People’s entire work lives and interactions are focused only on their faces, and they also like the convenience of healing while wearing a mask that covers the entire surgical area. It makes it much easier to still get out during the healing process.” —Dr. Caroyln Chang, board-certified plastic surgeon in San Francisco
