Published: 14th February 2018
My facelifted Valentine: Why dermatologists are making a killing in the run up to V-Day
There is more to Valentine's Day than the naked eye can catch — it has a million dollar beauty industry revolving around it — and young India is lovin' it
January and February have been busy for dermatologists and plastic surgeons. Believe it or not, people are getting a facelift to look great for Valentine's Day. From lip augmentation to under eye rejuvenation, clinics across the country are seeing an upswing in the number of cases. While we see cards and flowers shops offering special packages and restaurants floating special dinner options themed for Valentine’s Day, people in the beauty and wellness industry are also stepping up their game.
And that has made believers of people like 25-year-old Sana M, who was initially not on board, "To be very honest, I was really skeptical about this but when I got the right references from my cousin, who has done this before, I really wanted to try," says Sana, who got her treatment done 20 days ago.
The demand has gone up so much that Delhi-based clinical dermatologist Dr Indu Ballani handles at least two cases every day, during this season — which is a far cry from the one-call-a-week average she was seeing 5 years ago. That's a ridiculous growth of 1400 percent in the business. "I can't point out a reason but it is pretty certain that people are more open about it and they know what exactly they want. They are not scared to experiment with their skin and features," she says.
I remember a client who was infected after his cheek thickening because he overdid it. The operation showed good results but he still wanted more volume even after I advised against it
Dr Indu Ballani, Delhi-based dermatologist
But this cosmetic help can be costly — one syringe for lip augmentation starts at 20K and for cheek and eye the starting price is 30K, Dr Indu informs. Clearly, the price doesn't discourage lovebirds this Valentine's season. According to her, a lot of individuals who regularly visit aesthetic physicians and beauty clinics today time their annual consultation ahead of Valentine’s Day, as this is the time they want to look beautiful. Interestingly, some individuals also bring in their partner or spouses to an aesthetic clinic as a V Day gift.
That's perhaps because the results are visible within 15 minutes of the treatment. Aesthetic Physician Dr Reema Arora, Coocoona Aesthetics, Delhi explains the Science behind it, "Hyaluronic Acid is a naturally occurring substance under the skin that gives volume and elasticity to the skin. When administered into the lips, the hyaluronic acid based fillers give them volume and greater definition. The same is also used to fill up the under eye hollows. Depending on the choice of filler, results may last as long as 18-24 months." She adds, "The number of young women and some men spend the day with their loved ones, some even timing their vacations during this period, they desire to look the best version of themselves. Women who have thin lips which lack definition and volume often desire to have a more pronounced appearance. Lip augmentation using dermal fillers is among the most popular treatments as it augments your appearance in a matter of minutes."
However, Dr Ballani agrees that a few of them go overboard with their facelift. "I remember a client who was infected after his cheek thickening because he overdid it. The operation showed good results but he still wanted more volume even after I advised against it," she laughs. If you are taken aback by the word "he", don't be because, if the doctors are to be believed, there is an equal rush of male clients. "This field has been associated with girls for all the wrong reasons. There are so many male clients and they are equally particular, if not less, about the course of treatment. They mostly come for the under eye treatment," Indu informs.
Take this gentleman for example. 35-year-old Rahul Sharma was not happy with his under eye dark hollows. "People at work told me that I looked tired all the time. I wanted to change that so I decided to seek medical help. Thankfully, people around me, especially my wife, were never judgmental about it and they really appreciated it after it was done," he says.