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Emotional Beauty: Never In The Eye Of The Beholder

Emotional Beauty: never in the eye of the beholder

The way people view themselves is as variable as thumbprints. And in some instances, people have views about themselves that would astonish their best friends because they have rarely drummed up the courage to talk about it, worried that they may be ridiculed or advised against it – something they really don’t want to hear.

Nevertheless emotional beauty is keenly psychologically important to the person who may bring their deeply held concern to a beauty therapist or dermatologist and therefore cannot be dismissed or easily persuaded away. Also, for many patients, emotional beauty may provide awkwardness when confronting what exactly bothers them, and what they are hoping to achieve.

Patients often arrive at consultation rooms and find it difficult to express their chief concern. They may begin with one aspect and, depending on how comfortable they feel as the discussion progresses and how the practitioner places the questions, they may gradually bring up the real issue that is bothering them.

For instance, patients may begin by pointing out a deep frown line or the hardly noticeable fact that the corner of their mouth droops downwards.  The real factor may be that they are wanting to talk about something else but are looking for the encouragement of the right questions. If the approach is changed even slightly during the consultation, a much clearer view of what the patient is really seeking, may emerge.

The motivation behind emotional beauty

In the words of Dr Mauricio de Maio: “What patients initially point out as an area of concern can be very restrictive, and in reality what they desire is much more than what they are asking.”

Emotional Beauty is a brand new concept originated by Dr de Maio and performed by only a few experts in the world.  He feels that the emotional motivation of a patient should first be examined and understood to evaluate the treatment outcome.

A patient should be asked how they feel when seeing an image of themselves in the mirror. Do they feel they look tired?  Sad?  Angry?  As Dr de Maio says, “A patient’s needs are more closely aligned with their emotional motivations, compared with their wants.”

Dr de Maio has originated the MD Codes ™ formulas for eight emotional attributes.  Each of them is a guideline of the main facial signs that are usually present in patients with a specific emotional attribute.

An overview of the formulas consists of:

  • Look less saggy
  • Look less sad
  • Look less tired
  • Look less angry
  • Look slimmer
  • Look softer/more feminine
  • Look more masculine
  • Look younger
  • Look more attractive


Cape Town Cosmetic Dermatology Centre

We are proud to say that Dr Izolda Heydenrych is the only South African and one of seven International experts who assisted Dr Mauricio de Maio in launching Emotional Beauty in Berlin to 42 invited International MD code advocates.  She continues to perform this unique method on her patients at Cosmetic Dermatology Centre with much success.

Any cosmetic change may be daunting to a patient, since it concerns the appearance we put out into the world. Often our own inner vision of how that appearance should be, and what the world actually notes about us, are vastly different. The important thing is to balance the perception – and the treatment that is possible and can be undertaken. The drive of that inner view is very powerful – and must be drawn out with full understanding and empathy in order to affect the best outcome for the patient’s needs.

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