Nearly 8.5 million minor cosmetic procedures were performed in the United States last year, including microdermabrasion and botox, which are designed to get rid of wrinkles. But now there's a new player in town -- Juvederm.
Juvederm was approved by the FDA last summer and will be available in your doctor's office this January. Some say the new treatment might just win the race for eternal youth.
Debbie Lane, a 50-year-old personal trainer and mother of two, is happy with her looks. But as she's gotten older, she's noticed a definite change.
"For most of my life, I've been very involved in physical activity," she said. "And it helps me mentally and physically, but it helps me from the shoulders down. It really can't do too much above the shoulders.
"I feel there is a deep fold from the bottom of my nose down to the chin," she added. "And that's the area I hope Dr. [Frederic] Brandt can help me with."
Brandt, a cosmetic dermatologist, thought he could.
"As we age, certain wrinkles in our face are caused by volume loss -- the sunken cheeks, the lines that run from our nose to our mouth the shrinking lips," Brandt said. "So fillers like Juvederm restore volume in the face."
The procedure is simple: A numbing cream prepares you for the needles, and then a few well-placed injections of Juvederm fills out the wrinkles.
In the right hands, Juvederm can get some amazing results -- but as with unlicensed Botox parties, there are risks. Someone can get in some real health trouble if they don't go to a trained medical professional.
"There are risks to any procedure, such as bruising, swelling and infection, and these risks are minimized when you go to a professional -- preferably a cosmetic dermatologist or a plastic surgeon," said Dr. Doris Day, author of "Forget the Facelift."
Lane's procedure lasted about 30 minutes. She said she noticed a subtle difference and was happy with the results.