I saw a TV segment once that featured a reporter combing Ipanema beach asking its denizens if they would have plastic surgery (if it were free), and if so, what would they have done? Many of the respondents were pretty funny, but one woman took the cake by replying “Eu teria duas. Um para o rosto, e um para o resto!” I would have two. One for my face, and one for the rest!”

Plastic surgery (cirurgia plástica) is common in wealthy, urban areas such as Rio de Janeiro’s Ipanema and Leblon neighborhoods. In fact as of the year 2000 Brazil became the world’s capital for plastic surgery, now spending slightly more than the U.S. on a per capita basis.

Long considered taboo, plastic surgery gained acceptance quickly rose to popularity in the 90s in South America. Even today in a more mature, internationally competitive market Brazil enjoys some advantages, some legal: silicone breast implants are still legal in Brazil, though not currently in the U.S., for example.