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An important anniversary, the Aesthetic Medicine Congress organized by the Agorà scientific society, which was held in Milan from 5 to 7 October, celebrated 25 years. An event that attracts more and more people every year. Any numbers? Over 170 exhibitors, 6,683 participants, over 700 scientific contributions, 40 workshops and company activities. «An appointment that for 25 years has confirmed itself as a significant moment of discussion full of innovative updates – says Alberto Massirone, president of Agorà -. Thanks to the significant collaborations that we have consolidated and expanded over the years with scientific entities similar to aesthetic medicine, the guests of the Congress were able to access training contents that I am sure have enriched their daily practice. Beyond the scientific program, the Congress was an opportunity to be ever closer to our patients for preventive, safe and effective aesthetic medicine. An example? Prevention of PEFS – Edemato-Fibro-Sclerotic Panniculopathy, better known as cellulite. Our National Prevention Campaign will start in the months of January and February to identify the best therapeutic path to combat this pathology, following free screening.”
Between fillers and mesotherapy, the most requested medical-aesthetic treatments
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The most requested treatments
The data from the Agorà Observatory are a clear and precise snapshot of the new requests and new targets of patients approaching aesthetic medicine, especially those of Generation Z. It is important to underline that the various requests focus on natural and harmonious beauty, which requires but also prevention. Another interesting aspect is the growth in spending by Italians on medical-aesthetic treatments for the face and body: compared to 2022, the minimum average spending increased by 42%, while the maximum average spending increased by 20%. In practice, the loyal patient faces an annual expense ranging from 1,000 to 3,000 euros. The most requested treatments? For women, facial treatments are: fillers (57%), botulinum toxin (48%), skin revitalization (35%), peeling (22%), followed by carboxytherapy, PRP and traction threads. For body treatments we find mesotherapy (31%), carboxytherapy and laser hair removal (both 25%), vascular treatments (21%), skin blemish treatments (15%). The male sphere, however, is more oriented towards botulinum toxin (48%), fillers (34%), skin revitalization (35%) and peeling (13%), followed as for women by carboxytherapy, PRP and traction threads. . For the body, men require: mesotherapy (30%), carboxytherapy and laser tattoo removal (19%).
The Observatory identifies the target and age for each treatment. Skin revitalization is required equally by the 30-40 and 40-60 age groups (43%). Only 17% of those over 60 and 14% of those aged 18-30 approach treatment. The age range changes completely if we analyze laser hair removal treatment: in the 18-30 group 45% request it while the percentage increases to 52% in the 30-40 group. Laser is increasingly requested for tattoo removal: 60% in the 30-40 age group and 35% in the 18-30 year age group. More and more young people are approaching aesthetic medicine, the main motivation is to take care of themselves from an early age, but social networks such as Tik Tok, Facebook, Instagram, You Tube influence aesthetic standards, in some cases showing increasingly artificial and unnatural that have an easy hold on young people. Some make questionable requests, suffice it to mention: the California lips, the Foxy eyes and the recent Barbie botox, far from reality, which also reveal a psychological discomfort, and here the aesthetic doctor, in addition to placing ethics at the centre, the essential fulcrum of medicine, he must also be a bit of a psychologist.
Ethics in aesthetic medicine
It’s a two-faced Janus, social media divides opinions between those who see their potential in terms of scientific information and those who consider them harmful and illusory. If on the one hand we are witnessing an excessive commodification of the medical act, almost as if it is diminished through questionable representations; on the other hand, most doctors require a more responsible use of social channels. They are entrusted with the task of sensitizing the patient not to chase unnatural looks, to direct them towards harmonious aesthetic paths and, if they are unable, to know how to say no, these are the pillars at the basis of ethics in aesthetic medicine. To this important aspect, Ibsa Derma dedicated the Consensus Paper “The Aesthetic Medicine: International Dialogue on the Relationship between Medicine, Beauty And Ethics”, born from the meeting of international experts in aesthetic medicine who discussed the concept of modern beauty and on ethical aspects. The initiative also involved the two scientific societies of aesthetic medicine, Agorà and SIME, which supported this important awareness initiative.
Filler e device
The range of fillers is becoming increasingly broader and more effective, also supported by new injection techniques. Like that of Teoxane, with the ATP (Anatomy, Technique, Product) approach which uses the right technique and product to enhance the result. The MLT 3.1 approach was presented at the Congress, a three-layer clinical protocol, with a single access point, which uses 3 different fillers to restore volume and improve brightness, followed by a home routine with their dermocosmetics. Allergan Aesthetics, a division of AbbVie, presented HArmonyCa, the double-effect hybrid filler that allows you to attenuate the signs of aging on the face in a multidimensional way thanks to two active ingredients: hyaluronic acid which ensures an immediate lifting effect and the calcium hydroxyapatite which stimulates collagen production. Seventy BG with the “Seventy Hyal 2000 Body System” kit, has studied an ad hoc protocol for neck laxity: two injectable treatments with high molecular weight hyaluronic acid for dermal stimulation and kinesiological taping to lift the skin and consolidate the results, to be performed within two months. Devices are becoming increasingly important in aesthetic medicine. An always valid treatment is carboxytherapy, with the CDT Evolution equipment the only cellulite and localized fat deposits, but also for hair regrowth, skin rejuvenation and the well-being of the intimate parts: To reduce cellulite and localized fat deposits comes LYSIWAVE by Biotec Italia which uses a technology that uses microwaves with a safe and selective system, by means of an algorithm that calculates the intensity of the microwaves based on the size of the treated area. The Italian company Eufoton presented ENDOLIFT and ENDOLIFTX, medical lasers performed with Eufoton LASEmaR 1500 (certified and approved by the American FDA for laser-assisted liposuction). Its applications are multiple: remodeling of the deep and superficial layers of the skin, stimulation of collagen production and reduction of excess fat. The procedures of the two lasers are similar, but have some differences thanks to specific protocols. For stretch marks Biodermogenesi is confirmed as the gold standard, a therapy with 10 years of history. It is a regenerative medicine treatment as it regenerates cells, tissues and organs and restores their normal functions without any harm to the patient.