It’s no secret that smoldering glances and flirtatious flutters lose a lot of firepower when your eyelashes are on the floor. That’s one reason Latisse, the first, FDA-approved, prescription treatment for growing longer, thicker eyelashes has created such a whirlwind. The other reason? Our stifling economy. 
Many have probably heard of Latisse, but now its use is becoming increasingly trendy, especially in large metropolitan U.S. cities. Some say the sagging U.S. economy is a major contributing factor for the popularity. Spas and skin clinics report brisk sales, even without advertising, to women who have lost eyelashes and those who never had many to begin with.
Las Vegas usage reportedly leads the pack, being an economical alternative to other more costly body enhancements including breast augmentation, rhinoplasty, liposuction, hair extensions and all other cosmetic nips and ticks.
Commercials like Brooke Shields’ pitch for Latisse have graced television airwaves since 1997, when a change in Food and Drug Administration policy first made it feasible for pharmaceutical companies to hawk their products in explicit fashion, instead of just mentioning a product’s name and encouraging consumers to ask their doctor about it, such ads remain controversial. (The U.S. is the only nation in the world that allows this kind of advertising.)
The medication results are apparently not hype. The prescription drug medication grows your eyelashes longer and thicker. It contains brimatoprost (0.03%), a prostaglandin that has been used for several years to treat glaucoma. During treatment, some glaucoma patients noticed their eyelashes getting thicker and longer. Someone smart at Allergan put two and two together, and behold, a treatment for thinning lashes was born.
Latisse goes on like eyeliner, applied directly to the upper eyelid at the base of the eyelash. It is applied once a day, usually in the evening. Using it more often will not increase eyelash growth. It usually takes about a month to see results.
The results, however, are not permanent. If you stop using it, your lashes will eventually return to their previous appearance.
If you have a history of eye pressure problems or are using eye medications, you should consult an ophthalmologist before using Latisse. The most common side effect is itching or redness of the eyes. This occurred in about 4% of patients in a large clinical trial.
A month supply of Latisse and the applicators are reportedly sold for a little over $100 dollars. However, some patients have found that by applying less it can last significantly longer, up to 10 weeks, many report.
Americans spent nearly $12 billion on cosmetic procedures to look good good last year – much of it on breast implants, surgical face-lifts and Botox injections – a medical practice feeding frenzy that has touched everyone from young professionals to aging baby-boomers. 
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