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The Greek saying dictates that beauty is in the eye of the beholder and everyone can definitely agree it’s a subjective matter: what one may find attractive does not automatically generalizes the opinion. Everyone is into different traits and has different preferences around the world. Although there are some certain common belief when it comes to physical beauty.

One survey, for instance, has tried to uncover what women and men find attractive in a potential partner. Men’s responses revealed that the main most important decision-making factor is the face, with almost 46% saying that is what they care about most. Contrary to popular belief, women respondents seem to be much less concerned with the face with only 2% saying it matters more than anything else. Rated as highest were the chest (24%), followed by hair (22%) and arms (19%). These preferences show that with women, being fit is one of the main aspects they look for in their partner. In another recent survey which looked at 2,000 people of various sexual preferences, pretty eyes is what does it for both straight men and women as well as gay. However, jawline and neck followed in the top 3 attractive facial features.

If there’s one key learning to take away from these studies is that making sure we are doing our very best to take care of our faces, keeping them healthy and radiant is important. For some people, it’s easier, and cleaning products and facial creams are the only things needed to do the trick. However when looking at the bigger picture, jawline and neck are also areas that require attention. Many often neglect how the neck plays a key role in holding the beauty.

Double chins are an issue many people both men and women face. Certainly it’s nothing to be ashamed of and truth being told, it doesn’t mean a person is overweight, here factors that are out of our hands such as age and genetics have an impact on skin sagging. Regardless of the fact that it can simply be a result of the chin retaining too much water or a hereditary predisposition, double chins are causing distress to a lot of people.

A 2017 survey commissioned by pharmaceutical company Allergan, a dedicated player in dermatology, aimed to get a better understanding of the personal impact extra chins have on individuals and their perceptions. The study involved almost 2,000 participants aged 18 to 56 years old. Findings reinforced previous assumptions with nearly half (47%) of all respondents say they are bothered by their double chin and 2% more considering it negatively affects their appearance. About the same percentage (45%) felt like others are taking notice of this and it causes them to feel self-conscious and as a result, they change their behaviour. About 35% are shying away from being photographed and just as many avoid as much as possible video calls. Even more so, 29% of male respondents said they have intentionally grown a beard to hide their double chin.

Like other tough-to-get-rid-of problems such as cellulite or acne, double chins pose a complicated challenge for many. In addition to exercise and treatment, there are additional options such as face-tightening skin masks, surgery or injectables. As of more recently, an innovative option has seen the light of the day. CoolSculpting® treatment is the first and only non-surgical FDA approved fat reduction technology which has been shown to improve the appearance of double chins. Clinical trials proved that fat was reduced by 20% after only one treatment, which is nothing short than incredible news.

At the core of this treatment sits a technique known as cryolipolysis which involves the application of cooling to noninvasively reduce subcutaneous fat. Following an 18-week clinical study, as many as 77% of participants showed lax tissue improvement and 75% of them reported their chin looked more toned. Another study which was significantly smaller showed similar benefits. Lasting 12 weeks and involving 14 participants, the majority women, aimed to evaluate the reduction in unwanted subcutaneous fat in the neck. Each patient received up to two treatment cycles per visit with each session being administered every six weeks. Cooling cycles were applied at –11°C for 45 minutes using a small vacuum-like cup called a cryolipolysis applicator. Results were again extremely positive: an average reduction of 2.0 mm both in the front and side of the chin was achieved. Moreover, respondents themselves were greatly satisfied with outcomes: 93% said they are very happy with the results, 93% would recommend CoolSculpting® to a friend and 79% considered their appearance already improved and felt less self-conscious about their double chin.

Non-invasive body contouring is considered to be the fastest growing category in the aesthetic market in Canada and the U.S.. Interestingly enough CoolSculpting® treatment seems to be attracting more new patients than ever before into the world of aesthetics, according to a company presentation held at the industry leading JPMorgan Healthcare Conference in 2017.

Numbers show that half of the people who have tried it or prospects who have visited the website are highly likely to get the procedure within 12 months. The main reasons remain similar with previous reports: to regain confidence, look better and reduce extra fat in a specific area. Estimates say 50% of people are entirely new to the treatment and about 52% have never had any cosmetic procedures before. With over 5,000 people treated in clinical trials, there is an estimated global opportunity of over $4 billion. With continuous research and investment in perfecting the CoolSculpting® treatment, hopes for the future include a reduction in treatment time, greater comfort and more tissue treated.

Not everyone is as so lucky as to be born with a perfect body but that is in no way a sentence. We all deserve to feel happy and confident in our skin and sometimes it means putting a little bit more effort into it. People have certain images of themselves in their heads and that shouldn’t be too far-reaching in reality.