About 20 years ago as I was about to inject Botox into one of my patients I began to observe her carefully: "few wrinkles, very beautiful skin, a harmonious face". I then asked him the reason for wanting a botox injection on your face. Her answer was immediate, succinct, simple: "A friend of mine received a botox treatment at your practice. Since then I have been watching, fascinated, his face which expresses a lot of softness and she no longer has that tired look that has characterized her for some time. I would like the same thing, Doctor.
That evening when I got home I remembered this exchange and thought to myself: "If this woman didn't need botox for wrinkles she didn't have, why shouldn't a hard-working young woman in her twenties who spends her nights studying or dancing get the same treatment? She will be looked at with admiration the day after a party, during exams, after sleepless nights looking after her children. No longer showing her fatigue, having an open face to others whatever the circumstances.
At home, a little later, I observed that my exhausted daughter, in the middle of her university studies, was exactly like the young woman I had imagined could benefit from the benefits of botox, injected moderately into the glabella and along the eyebrows. She declined the offer, a little surprised by my proposal. On the other hand, my eldest daughter, who was 23 at the time, volunteered during a stay in Europe. This is how my new vision of aesthetic medicine began 20 years ago. The well-being of the person and not only the need to look younger.
As a logical extension of this approach, although Forever Institut abandoned the garb of a sanitized practice from the outset in favour of a space where beauty and serenity were to mingle with the memory of the treatment received and which patients took with them when they left Forever, we gave a lot of thought as a family to a new concept that could go beyond that of our first institute.
The question we asked ourselves: where does a woman go to look for a supplement to her well-being without questioning? At her hairdresser's! In her favourite shops!
So my four daughters, together with Marie De Riedmatten, Forever's Public Relations and Human Resources Manager, and I came up with a concept that would physically resemble a hair studio. We chose to name the space "Forever Boutique".
Four years after the opening of the first Forever Boutique in Lausanne, which was an immediate and confirmed success, we can only confirm the accuracy and validity of the idea that aesthetic medicine in our contemporary world must be perceived as an essential need for the well-being of individuals. It must be practiced in a concept of medical ethics, but in an empathetic, harmonious environment, free from any ideological or conformist straitjacket.
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