Cosmetourism –– The emergence of a new Philippine industry

Last January, a party of 26 men and women from the US East Coast arrived in the Philippines to participate in a unique form of sight seeing. They had traveled across continents to see their new selves. The Philippines is fast becoming the chosen destination for Westerners who are looking for competent yet affordable cosmetic surgery. In the case of the January delegation, popular cosmetic surgery center Beverly Hills 6750 (in coordination with their marketing partners) offered them a complete package that not only included hotel stay, pickup (in a BMW) to the facility (Beverly Hills 6750 has its own elevator to ensure their patient’s privacy) but also the pampering and care that Filipinos are most known for. Several of the East Coast women had liposuction, breast augmentation and tummy tucks. In the course of their treatments, many chose to undergo teeth whitening and full cosmetic dental procedures to give them Hollywood-type smiles.

Uptown/Downtown asked Beverly Hill’s marketing head Jessica Bunevacz what the most sought after procedure was and the answer was a quick and decisive one — Thermage. Thermage has emerged as a very popular treatment as it greatly firms up the tissues underneath the face and in so doing, gives a dramatically youthful appearance. It is no wonder then that this procedure has found great demand among women with mature skin. In the new millennium, Thermage has become the older woman’s non-invasive alternative to a face lift.

As a Filipino and a researcher of beauty, I am excited about the emergence of cosme-tourism in the country. We have several qualified, Western-trained plastic surgeons in the country, have facilities such as BH 6750 which allow patients to recover at their own pace (as oppose to Western hospitals or treatment centers that rush patients out of their beds) and are staffed with nurses and medical personnel that possess warmth and hospitality. The icing on this cosmetic cake is of course the price. Given all the costs of transportation, accommodations and miscellaneous expenses, patients realize a savings of 30 to 40 percent when compared to having their procedure done in the mainland.

Many other cosmetic surgical centers are being established to meet the aesthetic demands of Western countries. It is hoped that strict guidelines and regulations be created in order to maintain the highest levels of safety and quality that can be expected in this industry. It is also hoped that this ever-widening business will stimulate employment among our medical graduates and in so doing will lessen the need for nurses and doctors to leave our country.

Make no mistake — nip/tuck is alive and well in the Philippines, folks. Soon, it will be giving call centers a run for their money!