feature
a decade of change
Over the past decade, Australian Cosmetic Surgery Magazine has established itself as the
authoritative research tool for anyone considering a cosmetic procedure. With articles
written by medical journalists and industry experts from Australia and abroad, ACSM was
the first magazine in the world solely dedicated to reporting on cosmetic surgery.
T o celebrate the tenth anniversary of ACSM we
spoke with Michelle Kearney, the Editor-in-Chief
and publisher.
people to read the magazine and then feel they had already
had numerous consultations about their chosen procedure
and were armed with sufficient information to ask pertinent
questions when they finally reached the face-to-face
meeting with their doctor of choice. I have always stressed
that surgery is surgery, and should not be undertaken
lightly or trivialised.
Our promise was to equip readers with knowledge of
the procedure, including risks and complications, to enable
them to ask the right questions and to help them to make
an informed decision.
One of the aims of cosmetic surgery is to encourage
and promote a positive self-image. The smallest change on
the outside of a person can create a huge change on the
inside, increasing confidence and self-esteem.
Q. Tell us about the philosophy of the magazine.
When I first started the magazine 10 years ago, cosmetic
surgery was associated with the rich and famous and
generally kept under wraps. There was nowhere for people
to research their procedure and it was even uncommon for
girlfriends to talk about the subject with each other. I
wanted people to have a reliable resource to turn to before
considering any cosmetic procedure. I believed, and still
do, that it was important to produce a magazine that was
able to educate prospective patients as well as promote
safety within cosmetic surgery procedures. I wanted
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AUSTRALIAN COSMETIC SURGERY
feature
Ten years ago, cosmetic surgery was popular with
celebrities and frowned on by the larger majority of society.
Today, it is more accessible and acceptable to every-
one. Media focus has also helped to create a more
accepting society, through exposure to television series,
documentaries and celebrities.
The trend today is all about maintenance, working from
an earlier age to maintain a more youthful appearance,
rather than a drastic change later in life.
Q. What do you think is the reason for this shift to
less invasive procedures?
‘Less is more’ is the best answer to this question. Now, it’s
all about having procedures that will enhance the
individual’s look in the most natural way possible.
Advances in technology and the introduction of new
products have made minimally invasive procedures
generally cheaper, safer and with less down time, which
appeals to the broader public. Patients no longer have to
miss weeks of work, all in the name of looking better.
Q. How has new technology changed the world of
cosmetic surgery?
New technology has made a variety of procedures easier
and more efficient. Doctors are now able to perform new
techniques and procedures that are safer and provide
better results. Technology has been able to conceal
‘surgery evidence’, because many procedures are now
simpler and less invasive.
One of the biggest changes is in laser technology. Just
look at the difference between one of the first and most
popular lasers for skin resurfacing, the ablative CO 2 laser,
which carried a very long and often painful recovery time
with a large risk of scarring. The newer lasers are non-
ablative and deliver similar results with considerably less
down time.
It is important not to collude with people who are totally
dissatisfied with who they are. We steer clear of such
words as ‘normal’ and ‘perfect’, because who can really
say what these are? It’s about being your personal best,
looking as young as you feel and being comfortable with
who you are.
It’s not about looking perfect.
Q. Has the market for cosmetic surgery changed in
the past 10 years?
When I first began ACSM , cosmetic surgery was mainly
popular with the older generation. People would drastically
alter their appearance to look younger. Now, there is a
bigger emphasis on having minor procedures at a younger
age, with a holistic emphasis.
‘Maximising your potential’ is a huge factor in this
new generation. Sure, have a cosmetic surgery procedure
but also have a healthy diet, exercise frequently and
maintain life balance. In 2008, it is all about maintenance
of the body and also the mind, rather than the ‘neglect,
then resurrect’ attitude.
Although ageing is a biological process, humans
are living much longer and are continually learning how
to intervene and slow down the process to achieve
a more active lifestyle as well as a more youthful
appearance. acsm
Q. What trends have you noticed over the past
10 years?
There has been a dramatic change in trends from when the
magazine started 10 years ago. People are now steering
towards a more natural look, enhancing the features they
already have, rather than the tight wind-tunnel effect of the
70s and 80s.
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