Beauty is in the eyes of the beholder.  If this cliché is true, the beauty industry would not have been a giant that haunts every woman’s dreams.  For centuries, maybe even before the age of Cleopatra up to this day, the importance of beauty has apparently increased.  This is beside the fact that even as women reach for personal freedoms and economic rights, the emphasis on beauty may be a way to hold onto a feminine image while shedding feminine roles (as evident in the varied roles that they play today).

Even related literature shows that the quest for beauty continuously rings the cash register for cosmetic sales reached $18 billion in 1987 in the U.S., $103 billion per month in 1990 for the sales of women’s clothing, $30-billion-per-year for dieting, and $1.2 billion on cosmetic surgery in 1990.  And in the Philippines, once small players in the industry, now become insurmountable giants.  Furthermore, as the income surges to a higher notch, women beautify themselves more. 

Also, history shows that adherence to what is beautiful is also painful—the feet binding practice of the Chinese, the excruciatingly painful corsets of whalebone and hardened canvas of European women, the iron bands that minimized the size of the waist to the ideal measurement of 13 inches. And with all this blind endurance, women still are willing to run the risk of developing serious health problems such as pulmonary disease and internal organ damage. This fact is one clear indication that as the wheel of time runs, beauty ideals changes but the ‘enduring’ is still constant. 
Now, the quest for beauty is no longer exclusive for women.  As long as the person got enough ‘mullah’, ‘breads’, ‘greens’ or simply cash and really more than enough of it, he and she can visit any cosmetic surgeon that mushroomed anywhere in the Metro.  However, since many are ‘unconsciously’ pushed by their desire for beauty, psychological effects are also present. 

According to Dr. Conrado G. De Gracia, chief of Plastic Surgery and Burns Section of The Medical City (TMC), “Plastic surgery is like a drug, once you started it will be hard to stop.”  He further tells, “We’ve encountered worst cases wherein we need to reconstruct to bring back that human face.  Those patients undergo cosmetic surgery from non-reputable organizations and this would later cause complications as evident with the many cases we’ve performed.” 

He explains that since plastic surgery entails a high cost, many would find a lower-cost alternative.  However, Dr. De Gracia stresses that not only patients would suffer psychological consequences.  “They will also spend higher since reconstruction would be necessary to correct the sub-standard procedure first done.  I once encountered a case wherein a patient can almost be likened to a beast.  He underwent a face procedure done with oil injections.  It formed bumps and instead of making it beautiful, it was the total opposite. It took me seven surgeries in a year to correct the damage,” he says.

Furthermore, Dr. De Gracia explains that patients must undergo and pass all required psychological tests first before they perform anything, thus saying that even if one member of their team who evaluates the client before surgery would even have a morsel of doubt, then clearance would not be issued.  Also, if the patient will undergo plastic surgery out of vanity and do not pass the psychological test, the patient will be turned down.  The same goes to homosexuals for they only perform the procedure for transsexuals.  “It (transsexuality) is a psychological condition that needs to be addressed.” Moreover, he says that if a plastic surgery went wrong and if it was done by their colleague, then they will refer the patient back to him for reconstruction.        
“It is a profession and not a business,” he stresses and explains that there are some who pose as plastic surgeons who took their training in quack centers in other countries.  “[They will] enroll for a month or three months, then they will open a clinic in the Philippines after,” he says.

Dr. Rolando A. Balburias, consultant director of the Center for Wellness and Aesthetics, on the other hand says that a patient must pass the evaluation of specialists such as pulmonologist, cardiologist, gastroenterologist, psychiatrist and endocrinologist and further says that he must identify his goals first.

“We will design a program based on the goals,” he says which may include fitness, lifestyle changes, nutrition, drugs and surgery.  However, he stresses that drugs are not really recommended for a patient to reach that goal and stresses that “patients should differentiate wellness and aesthetics of Medical City from cosmetic centers.”

“Our center offers not only first-rate preventive health checks, but also the best aesthetics services,” he explains.  Dr. Balburias adds, “We aim to provide a sound foundation for an optimal health system.  We assess out patient’s health risks and wellbeing, and motivate them to make improvements in their lifestyle.  And we do all of this while also providing a good venue for directing follow-ups and ensuring continuing patient care.  Wellness is an experience here at TMC.”

“TMC’s prowess in aesthetic and bariatric surgery is outstanding.  It really comes as no surprise that ventures as complex and fascinating as these find TMC as an excellent point,” concludes Dr. De Gracia for TMC is accredited by the Joint Commission International (JCI), the world’s most prestigious accrediting body for international healthcare organizations and also a 2008 Superbrands awardee. 

For more information, visit www.themedicalcity.com

(Write the author at wellbeing@mb.com.ph.)