Is a vaginal face-lift empowering?

The vaginal "rejuvenation" business tries a new sales tactic.

Published November 14, 2005 4:38PM (EST)

Thanks to feministing for pointing me this morning to this charming press release from the good people at the Laser Vaginal Rejuvenation Institute of New York. The release is headlined "Women Now Have Equal Sexuality Rights" -- in other words, the right to have laser surgery to improve their hooch.

The press release calls the surgery the female answer to male impotency drugs and enhancement surgery, pointing out that "until recently, very little medical attention was directed to the physical and emotional aspects of female sexuality." Hmm. True. But you know that fine line between attention you want and attention you don't want? The vaginal rejuvenation people crossed it a long, long time ago.

According to the release there is a "new trend for women to amplify their feelings of sexual gratification" through a series of "relatively painless and bloodless" procedures performed by one Dr. Robert Jason, founder and medical director of the Laser Vaginal Rejuvenation Institute. Come on! This is a guy who has dedicated his whole career to making women worry about whether their genitalia are pretty enough! Who wouldn't want him to perform the relatively bloodless procedure?

Apparently, in addition to all the empowering happening while you have your vagina tailored, you can also go for "designer laser vaginoplasty," invented for the "many women [who] suffer silently because they are not pleased with their vaginal areas ... This trademarked procedure enables Dr. Jason to resculpt the vulvar structures, the labia lips to meet the aesthetics desires of the individual patient."

In the press release, Dr. Jason proclaims: "We are dedicated to empowering women with the knowledge and the choice to rejuvenate and amplify their sexual experiences."

Nothing empowers women more than making them feel as though yet another part of their body needs to be ripped apart by a team of surgeons in order to pass muster.

By Rebecca Traister

Rebecca Traister writes for Salon. She is the author of "Big Girls Don't Cry: The Election that Changed Everything for American Women" (Free Press). Follow @rtraister on Twitter.

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