These new MedSpas offer Botox and laser-hair removal as well as more traditional spa services, such as massage therapy, facials, waxing and manicures/pedicures. With staff ranging from estheticians to doctors and nurse practitioners, medspas aim to fill a demand for non-surgical spa procedures that traditional beauty spas simply cannot fulfill - and the results are amazing. According to the American Society for Aesthetic Plastic Surgery "'noninvasive' surgical procedures have increased 700% since 1997" and the demand is only expected to grow.

Many trade groups question the safety of potentially untrained technicians administering shots of Botox or Restylane, but consumers seem to be more concerned with appearances. "For many Americans, price and convenience come first, with few questions about the experience and qualifications of the person injecting the treatments" reports Ms. Morrissey and the numbers support this idea. The International Medical Spa Association estimates that the number of MedSpas is up 25% since 2002 and more than four in five cosmetic procedures were non-invasive surgical procedures in 2006 alone. In the ten years between 1997 and 2006, noninvasive treatments jumped over 700% - impressive growth.

Many plastic surgeons feel that noninvasive treatments are beneficial and the wave of the future. They are "effective, they're safe and they're affordable - and there's no down time" says Dr. Foad Nahai, a plastic surgeon in Atlanta, and president of the International Medical Spa Association. Even more interesting are the number of other doctors that are jumping on board this gravy train: eye doctors and dentists in particular seem to be enjoying great success by incorporating noninvasive treatments into their practices.

What is fueling all of this demand? Experts agree that aging baby boomers, as well as extreme reality TV programs are major motivators for many consumers. Dr. Paul Wigoda reports that "virtually every office patient I see talks about the reality TV shows". However, many doctors and experts are concerned that patients are approaching these procedures without a true understanding of the risks involved: bruising, recovery time, tenderness, swelling and even potential allergic reactions. According to Morrissey "The death of Kanye West's mother in November from complications...pushed concerns about procedures into the spotlight" and should not be taken lightly by anyone.

Because the potential for serious side effects is high (improperly administered Botox can cause droopy eyelids or paralysis), consumers are strongly encouraged to investigate every kind of doctor operating a MedSpa or offering noninvasive treatments. "No federal or state laws regulate what doctors can or cannot do once they have state licenses" reports the American Society of Plastic Surgeons. Some doctors merely enroll in weekend-long courses on cosmetic procedures, rather than intense study of each treatment, as would a plastic surgeon or dermatologist.

With the advent of new drugs looming, the appeal of MedSpas is sure to grow, both from a price standpoint, and a convenience standpoint. Clients will not only have more treatment choices than ever, they will also have a veritable smorgasbord of practitioners from which to choose, leading to continued growth and the demand for a real fountain of youth.