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"Instant Cheekbones?"By Ann Ranard


Allure- January 1992


The newest implant is billed as the face-lift of the 90s, but no one knows how the permanent plumper will stand the test of time.

That way it can puff out the cheeks and make the face fuller, says William J. Binder, M.D., the California facial and reconstructive surgeon who created the implant. Binder considers sunken cheeks the hallmark of aging in the under-50 set. “People were coming into my office saying: I’m looking a little gaunt, a little haggard. I think I’m ready for a face-lift,” he says. On the strength of its ability to perk up sunken cheeks, the new plumper-upper was touted as the low-cost route to facial rejuvenation. Since its introduction 2 ½ years ago, the silicone device has earned its manufacturer, an upstart company called Implantech Associates, number one status in the field of facial implants. “We started a massive marketing campaign on the Binder submalar,” says Implantech’s vice president, Byron Economidy. “Now it’s the largest-selling facial implant in this country.”