A standard procedure under a new name, followed by the “®” symbol, has trapped unaware patients, and it continues to deceive people daily. In an attempt to appear to be the coolest kids on the block, cosmetic surgeons nationwide have assigned new names to commonplace cosmetic procedures in order to try and fool the public into thinking they have a new, cutting edge surgery.
In reality, however, their procedure may not be equivalent to the procedure of the highly qualified surgeon next door, and patients are being duped into thinking they’re receiving a special service.
I stay away from quippy trademarked titles, and instead, tell you the real story.
Four commonly known trademarked cosmetic procedures - the lifestyle lift, the lunchtime lift, the vampire facelift, and the mermaid lift - are all common procedures that can be done by any professional cosmetic surgeon. There was no need to assign a new name, and there is no reason for patients to shop specifically for a surgeon that will perform one of these trademarked procedures.
Instead, shop for a professional surgeon with a high level of expertise because there is nothing magical about a trademark.
A patient’s priority is to evaluate the surgeon by their professional expertise and years of experience, not by whether that surgeon is certified to perform a trademarked procedure. It’s a sad reality that many patients may pass up on a highly recommended surgeon with both expertise and practice and, instead, run to a surgeon who advertises their procedures with an ® symbol.
Let’s take a look at the most common trademarked procedures and explain how there really is nothing new behind the name.
The Lifestyle Lift ® is a bankrupt cosmetic surgery practice that was headquartered in Troy, Michigan. The company portrayed and marketed their “unique” procedure as a minimally invasive, short-flap facelift done under local anesthesia. However, cosmetic surgeons nationwide attest to the fact that it’s really nothing unique at all. A cosmetic surgeon without a license to perform the Lifestyle Lift ®, can still perform a professional-grade, minimally invasive, short-flap facelift under local anesthesia.
QuickLift ®, another trademarked cosmetic surgery company, markets a similar short-flap facelift procedure that tells the same story.
The Lunchtime Lift ®
The official description of this trademarked procedure reads, “Cosmetic and plastic surgery, namely, surgically suturing and/or inserting implants to lift the face and/or neck.” Professional cosmetic surgeons can perform this procedure without need to be licensed by the trademark company.
The Mermaid Lift ®
This tricky trademark is simply a compilation of various cosmetic surgery procedures. In essence, the Mermaid Lift is for individuals who have undergone extensive weight loss and are dealing with excess skin in the abdominal area as well as the buttocks and hips. The procedure is meant to accentuate the waistline, flatten the abdomen, and create “feminine flare” at the hips.
However, professional cosmetic surgeons who don’t care to use the flashy title can perform equally as rejuvenating procedures that yield equally as lovely results. A professional combination of a tummy tuck, breast augmentation, and liposuction will give you a “mermaid” look, while leaving the silly name by the wayside.
Don’t be fooled by the gimmicky trademarks and catchy titles. Schedule a free consultation with Dr. McIntosh and get the real story. His professional expertise and fantastic track record of satisfied patients are a testimony to his high-quality skills. Shop for a great surgeon, not a great surgical trademark.
How do I decide which option is best for me?
The best way to determine which treatment option is right for you is to consult with a Board Certified Plastic Surgeon, such as Dr. Bryan McIntosh, who will provide you with a personalized treatment plan, and whose staff will assist you in every step of pre-treatment, the procedure, and recovery.