It could be said that a round, puffy face is hardly considered in vogue among modern Asian women.

Oval faces, on the other hand, are hailed in many cultures as the ideal shape for the face as it serves as the easiest frame for all hair and makeup styles.

In recent years, more women with round or square faces who can afford it have been turning to surgery to have their jaw lines reconfigured. Does the procedure work? Yes. Does it hurt? Oh, yes.

The first alternative to such surgery was Botox. A few years ago plastic surgeons discovered that botulinum toxin was a wonderful surgery-free substitute for sculpting the jaw line for facial contouring.

But the results only last a few months and then women have to endure more facial injections. Well, some say needles are better than knives.

Then came Thermage, a clinically proven technology which utilises a mono-polar radio-frequency to smooth out wrinkles and lift sagging skin, producing a slimmer face.

If properly executed by well-trained hands, it can be done in no time and the results are very satisfying and long-lasting.

But it involves a fair amount of heat, which can make the procedure unbearable for people with sensitive skin.

Worse, if done unprofessionally, the skin can become disfigured. The procedure costs around Bt70,000 to Bt100,000 for the whole face.

Last year, a new kind procedure for sculpting women's faces emerged here at a small acupuncture clinic in Bangkok.

The B-Well Clinic is where Thai dermatologists-acupuncturists Dr Ukrit Jirapatrsuntohn and Dr Wipoo Kumnerddee co-invented and practise their Face Lifting Acupuncture procedure.

"This is not only about aesthetics, but very much about health and wellbeing," explains Dr Ukrit.

"The idea is to unclog the blocked chi energy path and improve blood circulation in the organs, which in turn improves your whole wellbeing on the inside, You will see the difference in the skin, which will appear more healthy. Acupuncture also helps to eliminate water retention. Our patients will usually notice that their complexion becomes clearer, more glowing. Facial muscles become tighter and in many cases, this improves the contour of the face."

But needles are still needles. How does facial acupuncture feel, actually? Dr Ukrit says that the sensation involves tingling but that there shouldn't be any pain.

However, he adds that because acupuncture is totally drug-free, the results will last only for a few days.

The price is Bt10,000 for five treatments.

And, at last, cosmetic companies have caught up with the trend.

This year has seen the introduction of an array of massage creams, lotions and serums that promise to deliver a slimmer face, smooth out crow's feet and give skin a healthy glow.

All you have to do is smooth it on or massage it in.

Some of the products from the big-name companies to have jumped on the bandwagon are DesiLift from Payot, Visible Contouring from Estee Lauder, Capture Sculpt Contouring Gel & Emulsion for Chin and Throat from Dior, Musculate Massage Cream from SUQQU and Renergie MorphoLift from Lancome.

 A beauty expert who prefers not to be identified explains that the products do work, but only for a short while.

"They won't of course alter your face's shape, but they may make it a bit slimmer and firmer," she says. "So don't set your hopes too high. It's similar to having a regular drainage massage, which helps to release toxins and water retained under the skin by the massaging the lymph nodes. You will immediately see the results, but it lasts only a few days. So that means you have to keep using it on a regular basis."

The effectiveness, claims the expert, lies in the massage technique rather than the ingredients in the products.

"Basically, they're all quite similar. If you look closely at the ingredient labelling, you'll always find the products containing sea algae of some kind. That's because the algae is known for its effectiveness in tightening the skin. But just slopping it on does nothing; you'll have to massage it in properly to achieve the desired results. And most of these products will have some kind of leaflet giving massage instructions. So I'd say it's best to follow the given steps strictly or, better yet, go and have a proper facial from a professional to make sure the massage techniques are correct," she says.

The expert believes that using such products or having Thermage or acupuncture treatment is not a wholesale solution.

"These methods may be quick but they won't last unless you maintain the outcome by taking care of your diet, especially your salt in-take because it makes you bloat, and having a regular 'skin exercise' simply by getting a facial once a month. If you have no time for all this fuss, just dip into your makeup bag and use your blusher or bronzer to shade away those offending jaws.

"It'll only take five minutes," she says.

Rangsita Sirivanich

The Nation