PHILADELPHIA, April 11, 2013 /PRNewswire/ -- Among the imprints that Baby Boomers have made on American life, none has been more dramatic than the way they have redefined the concept of aging. Rather than seeing the years after 50 as a time of decreasing professional options, fading looks and diminished vitality, they've approached these events as challenges, embracing cosmetic surgery as preventive medicine in overcoming those challenges. As Kalomora's 2012 Facial Rejuvenation Markets report revealed, Baby Boomers have been and will continue to be the driving force behind the popular facial rejuvenation market, which is expected to increase 13.7 percent annually over the next three years. (Photo: http://photos.prnewswire.com/prnh/20130411/PH92541 ) Over the past decade, the Boomer effect helped fuel the growth of nonsurgical rejuvenation procedures like facial fillers, which offer a more youthful appearance without surgery. While fillers provide a fuller and smoother face, they don't address two significant problem areas for Boomer's – wrinkled necks and sagging jaw lines - which traditionally have required a face lift. As filler procedures reached the 2 million mark in 2012, Philadelphia Plastic surgeon, Kirk Brandow, MD FAACS was inspired by requests from Boomer patients at the Brandow Clinic to develop a procedure that would fill the gap between fillers and face lifts. The Brandow Boomer Lift At the 2013 national meeting of the American Academy of Cosmetic Surgery, Dr. Brandow presented a paper on a breakthrough scarless procedure targeting the neck and jowl area called the Brandow Boomer Lift . As Philadelphia ABC news affiliate explained in a special report, it's less invasive, less expensive, less downtime than a face lift, with no visible scarring. "I'm happy to say that the Boomer Lift has now become the procedure of choice for the Baby Boomers. This is clearly a generation that is redefining the concept of aging," says Brandow.