How it works: a customer goes to an AAI clinic to speak to a “concierge” in a beauty consultation, where he or she chooses from a menu of services: highlighting the bangs, upping a cup size, injecting Botox, etc. The concierge relays the picks to the right players–a hairstylist, a plastic surgeon, a cosmetic dentist. All then confer to make sure the new parts fit. Prices range, but the total makeover’s likely to cost about $20,000.
American Society of Plastic Surgeons president Rod Rohrich points out that there are downsides to an extreme makeover: “It gives people the false perception that they can be anybody they want to be. It’s not risk-free.” Nevertheless, AAI’s business concept attracted $20 million from L Capital last week, an investment fund sponsored by luxury-fashion brand LVMH. Right now, AAI has one flagship clinic open in West Palm Beach, Fla., with locations in Dallas, Miami and Beverly Hills on the way. Over the next six years, AAI plans stores in more than 40 markets worldwide– “extreme,” it seems, is going mainstream.
