What: A new non-invasive eye-enhancing treatment.

Who: A doctor or a nurse can perform this procedure.

Why: To improve droopy eyes and dark circles without surgery.

Where: Lots of clinics perform Fractional Skin Resurfacing, but one plastic surgeon in New York City appears to have the corner on using the procedure around the eyes.

How: Fractional CO2 technology.  Laser beams, Scotty.  The beam, broken into microscopic pieces, is shot at the skin.  When it hits, “selective photothermolysis” occurs, which mean the beam basically kills and disintegrates certain parts of the skin, like old, damaged collagen and elastic fibers.  Then the skin grows back with newer tissue that isn’t as wrinkled or damaged as the old skin.

It is used as a treatment for acne scars, birthmarks, sun damage and minor wrinkles and works well with most skin types, according to WebMD.  The American Society for Aesthetic Plastic Surgery (ASAPS) started tracking the procedure as a skin treatment in 2007 and reports popularity actually fell by 34% from 2007 to 2008. Still, approximately 110,000 were performed in 2008.

But no one other than Dr. Bruce Katz of the Juva Skin and Laser Center, is advertising a fractional eyelift procedure, though it has been used successfully on the little crowsfeet around the eyes. According to Dr. Katz, “A recent study of fractional eyelifts involving more than 100 participants showed dramatic and consistent results.”  That’s a pretty small sample, but it must be working for someone.

How much: I have no cost estimate on the procedure, though the same technology for spots on your face, back, or hands runs up to $2000, depending on the size of the area to be treated.  Presumably the eyelift technique would need to be very precise when working around the eyes, so there may be additional cost.

Oh, and why is it called “The Madonna Lift?”  No clue, and I couldn’t get them on the phone.  My guess is that Dr. Katz used the name to get publicity.

It appears to have worked.