VibrantNation.com members themselves are the reason we keep our fingers on the pulse of the Boomer woman. They also help us frequently undercut the stereotypes that journalists and marketers impose on women over 50.
A recent conversation about breast reduction surgery reminded me that, for the smart, successful Boomer women we call “Vibrant,” the cosmetic surgery they care about most may not be on their faces. And the last thing they want (contrary to popular opinion about most women) is larger breasts.
Why breast reduction surgery?
As women age, their breasts continue to grow and sag. This happens in childbirth, of course, but continues well after menopause. As Maya Angelou has said regarding body changes late in life, “There are many, occurring every day…like breasts. They seem to be in a race to see which will reach the waist, first.”
While some women experience embarrassment or self-consciousness about the size of their breasts, the real reason most of them want to reduce their bra size is the physical pain and inconvenience that comes from heavy breasts. As one VibrantNation.com member said, “If you’ve had problems with your back, neck, numbness, go for it [breast reduction surgery], and do it now.”
Based on the interest we see in breast reduction among women over 50, the cosmetic surgery industry should be doing more to talk about and market this procedure. Yet we continue to see ads and stories suggesting that the only cosmetic breast surgery any woman (or her mate) would seek is breast enhancement.
If surgeons and marketers want to understand how to speak to Vibrant Boomer women about this procedure, they should listen to this other VibrantNation.com member talk about the benefits breast reduction offered her:
“The back aches were a little too natural for me and now I am soooooo happy to have gone from a 34L to a 32D that I am running (around younger women) again and shopping at Anthropologie and having NO pain… Feeling fit, young and pretty and very satisfied that I made this decision and grateful to my surgeon, who took such pains to keep me feeling great as I age.”
Women are also quick to convey the unexpected benefits of cosmetic surgery with each other, too. A VibrantNation.com member told her peers, “Removed breast tissue is biopsied; better than a mammogram! And one an unforeseen luxury I am thrilled about because I love to sing: I sing better… yes, it’s true, folks, breast reduction surgery improves the voice.”
I’m not sure that a surgeon could legally tout these benefits, but these perspectives on an under-exposed (no pun intended) but important form of cosmetic surgery suggests that the industry and the journalists who cover it are missing a big story: that Vibrant Boomer Women turn to breast reduction and other surgical procedures not to look 40 (or at least not just to look 40) but also to savor the life ahead.
There are a lot of benefits to breast reduction surgery, but it’s always a good idea to set up a consultation with a reputable plastic surgeon first and go from there. There is a lot of great info on Wake Forest University Cosmetic Surgery Center’s website if you are considering the proceedure.