BAAPS

As the British Association of Aesthetic Plastic Surgeons (BAAPS) reports a 37% increase in the number of facelifts, leading Consultant Plastic Surgeon Adrian Richards MBBS, MSc, FRCS (PLAST) is launching his own facial rejuvenation brand.

‘Adrian Richards Facial Rejuvenation Surgery’ offers a holistic approach to facial rejuvenation, with an extensive range of surgical and non-surgical treatments designed to be specifically appropriate to a patient’s age. Patients can look forward to obtaining a more balanced and natural European look instead of the traditional North American approach.

When considering facial rejuvenation, Mr Richards stresses that patients need to remain realistic – treatments can only make you look up to 8-10 years younger. Many people see a facelift as something for the older generation but in fact you are never too young to start looking after your face. Over the years, there are four main factors that contribute to the ageing of the face – skin quality, gravitational changes, active lines caused by muscle contraction and volume loss – that can be treated.

Skin treatments such as laser therapy or light chemical peels can help those in their thirties look fresher and brighter. For those in their forties, a mini-face lift or MACS-lift can help restore a more youthful face shape. And for those in their mid- to late-fifties or older, a more traditional facelift or SMAS-lift will most likely be appropriate.

Surgical Director Adrian Richards says, “With the significant increase in the demand for facial procedures, I felt it was appropriate to establish a holistic treatment facility for facial rejuvenation. Everyone’s face is obviously individual to them and it is therefore important to tailor the techniques used to their physical characteristics. Most importantly, the face should not be left until more drastic correction is needed but rather treatments should be used to turn back the clock earlier and more gently.”

Adrian Richards is acknowledged as one of the leading facial rejuvenation surgeons in the UK, carrying out more than 100 facial rejuvenation surgical procedures each year. He is one of the few cosmetic surgeons in the UK who specialises in facial plastic surgery – particularly facelift procedures.

Mr Richards has been at the forefront of bringing new, advanced techniques to the UK. He has written over 30 medical papers on plastic surgery and is the author of the best-selling textbook Keynotes on Plastic Surgery. He is also the founder of Cosmetic Courses, a company accredited by the Royal College of Physicians, which provides training to medical practitioners in Botox®, Chemical peels and Dermal fillers. As a recognised authority on Cosmetic Surgery, Mr Richards regularly appears on TV, radio and in the press.

Adrian Richards Facial Rejuvenation Surgery is based at 10 Harley Street, London W1G 9PF – Telephone 0800 652 5902. Please visit our website www.adrianrichards.com

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To interview Adrian Richards or for further information, please contact Lionel Salama on 020 7420 5870 or 07957 206 236 or email lionel@hype.co.uk