Many years ago, the accepted method of treating these folds was to simply place filler directly into the area. Significant advancement in our knowledge of the anatomy of ageing and the psychology of beauty has led to a positive shift in our approach. Although we may add a little product here, it is far more common to LIFT the fold rather than FILL it. This is done by the careful placement of product in the cheek area. This will all be discussed in your consultation after a full facial assessment with photographs.