I kept seeing on Instagram people getting their lips done and how they looked more pouty
and it looked really cute and I really liked it.
I took selfies everyday for a while, right after I did it.
Social media is about projecting an image–the
perfect selfie, the perfect body.
You can easily add a filter to obscure your flaws and achieve the illusion of perfection.
But why stop there?
In 2016, Americans spent more than 8 billion dollars on minimally invasive procedures –
botox, lazer, filler.
How has social media collided with these emerging
cosmetic techniques to drive young women to
chase the filtered look?
And who benefits from the rise of this culture
of perfection?
I've always liked the shape of my lips, but I felt like there was something missing.
And that they would just look so much nicer
if I had just added a little bit of something.
Meet Ashley.
Like many young women, she spends hours upon
hours looking at her own image online, seeking
ways to alter, improve and perfect her look.
This was directly after.
It was just like a new me.
Like I had a new face.
I had a new enhancement.
So this was the second day and it was way more swollen.
But I was like, "Okay, this is fun."
I took a lot of selfies that day,
from all angles.
"Look!
I just got my lips done!"
You know what I mean?
People are much more aware of their visual
profile because visual communication is such
a key part of connecting with people.
Because they're images, we tend to hyper
focus on specific things that we like and
don't like about ourselves.
So social media has to have had a massive
impact on the popularity of these even if
they are more widely available.
I'm sure it has and, in part, it's decreased
the stigma over having plastic surgery.
Kiss those lines goodbye!
Discover new Juvederm XC.
Botox and filler have historically been marketed
to women in their 40's and above, but social
media has helped drive the demand for cosmetic
work like this younger and younger.
In the last 10 years, the use of soft tissue
fillers and botox injections are trending up
for women in their twenties.
I feel like I check Instagram every half hour.
My boyfriend gives me a hard time all the time.
He's says I'm obsessed.
I feel like if I tried to get off social media
it would be really hard for me.
Like it actually would be really hard for me.
It's almost like there's a rush, in a way.
You know, when people are liking your photos that you've posted.
It's kind of,
it's like a validation.
Though social media platforms were designed
for community, a place to share fun moments
with friends, they've become a marketplace
for advertisers to reach women seeking out
that perfect look.
Much of it flows out of that hotbed of status and beauty...Beverly Hills.
A zip code that offers a kind of prestige
for plastic surgeons like doctor Daniel Barrett.
He's seen the effect of social media on his practice.
To work in this industry in Beverly Hills, it's 100% essential to be on social media.
I get a lot of patients that find me by doing hashtag searches.
Relax your head back.
I'm going to do the same angle before and then after, okay?
When it comes to cosmetic procedures, whether
on Instagram, Yelp or Realself, social media
platforms can be a good source of information.
But not all information on social media is medically accurate.
It's up to doctors to explain the risks.
Perfect.
Plastic and cosmetic surgeon, Dr. Anita Patel,
sees many patients who don't fully understand
the risks, even of minimally invasive procedures,
like injectables, including botox or fillers
that smooth out wrinkles or plump up lips.
I think social media glosses over the risks of injectables.
Injectables have become so common and people
see it everywhere and in their mind it's
a very easy thing to have done.
I think they're kind of comparing it to,
say, a hair salon appointment or getting a
facial and it's really not the same thing.
It's a medical procedure and it needs to be treated that way.
So usually even with numbing you can kind of feel this going in and a little bit of
the product because of the gel.
It stings a little bit.
What are the risks of getting dermal filler?
Even in the best of circumstances the most
trained person, a complication is still always possible.
There can be things like blindness, loss of skin.
Plastic surgeons like Dr. Barrett and Dr. Patel
are board certified, but there's actually
no requirement that a doctor be board certified.
So who else is performing these procedures?
And if they're not board certified...is it enough to be celebrity certified?
In a world where posts of celebrity cosmetic
procedures influence others, a simple hashtag
or link opens the door for millions of followers
to check out the office where it was performed.
In our culture we have a bad habit these days
of equating important or celebrity
with skills and authority.
Somehow we're presuming because they're
well known, that they're qualified.
But the other problem with all of this is that frequency increases liking and liking
increases trust.
So in theory someone who's marketing their
medical practice on Instagram, the more they
post, the more you'll trust them.
Correct.
We're on our way to meet with the original Doctor of Instagram.
He has over 2.5 million followers, just on Instagram alone.
In fact actually the person who introduced
me to Instagram was Kim Kardashian.
Meet Dr. Simon Ourian.
He's famous for injecting Kylie Jenner's lips...when she was 17.
And thanks to his celebrity clientele and social media savvy, he's becoming known as the Doctor
who is reshaping Hollywood.
As someone who covers beauty and has covered
beauty for a long time, it's almost impossible
to have a conversation about doctors on social
media without you coming up.
If you'd asked me, probably, eight years ago that
at some point you can wake up in the morning
and reach 2.5 million people...I'd say, "It's impossible."
Instagram was the right medium for us.
In 15 seconds I could exactly show what I do.
Dr. Ourian is a medical doctor licensed in the state of California.
But the rest of his path has been...unconventional.
So you didn't finish your residency?
No.
Halfway through it I realized that's not my thing. I didn't want to do that anymore.
I just wanted to do something that had to do with aesthetics.
I thought I wanted to do something different…
Is it pretty rare to not have finished it?
Yeah, it was kind of like one of those life altering moments in your life.
There weren't that many options for aesthetics
and I thought, "I'll see what else is out there for me."
Doctors don't have to finish residency in order to practice.
But in 2009, Dr. Ourian did run into some trouble.
He was accused of gross negligence, misleading advertising, and inadequate record keeping.
After admitting to many, but not all of the allegations made against him, he was placed
on probation and required to practice under the supervision of another doctor.
Dr. Ourian completed the terms of his probation and it was lifted early.
Today, that part of the story is not on Instagram.
But what is on Instagram is a steady stream of posts
about his business and business is booming.
This is Tiffany, a model and actress.
She's never had lip injections, but has
always thought her top lip was too small.
30.5.
And lips are Dr. Ourian's specialty.
I trust Dr. Ourian 100%.
Are you ready for your adventure.
How are you feeling?
I don't feel anything, yeah.
That vibrating thing is cool.
It's called Vibrata.
Sometimes I want to create more of a lift,
so I use some products that stay very nice and firm.
The truth of the matter is if I was just good at marketing
and not good at what I do, first
of all Kardashians wouldn't come to me.
I mean I can bring a billion people to my office,
but at some point you have to deliver the results.
We are all done!
Wow.
There's so much more even but the swelling
will go down.
Yes, absolutely.
Just don't smile.
Close your mouth.
We go to Instagram and then write something like, "Lip Aug."
There you go.
So cool.
Communicating with obviously 2.5 million or more,
I'm not expecting that even a fraction
of them are going to end up in my practice.
But it's a good way of adding a lot of information
that is as honest as possible and trying to
show what are the pros and cons of the procedures
that they are looking for.
It's true.
Dr. Ourian pumps out information online in a carefully curated feed.
It's made him one of the most well known doctors on Instagram and a magnet for millions
of women chasing the perfect face and that
one flawless selfie.
Wow, I really like this photo, I wish I looked like this in real life.
This is not like this isn't me, I didn't have to edit this photo.
Other than smoothing my face on FaceTune and making it black and white.
But I didn't touch my nose, I didn't touch my eyebrows, I didn't touch my eyes, I didn't
touch my lips.
Like it's just a really good photo, but I almost want to recreate it in person.
But how can I do that?
I can't.
Or can I?
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