摘要

Objectives: The objective of this lecture is to highlight the importance of neuroscience applied to aesthetic medicine and marketing, aiming at patient assesment and best results with improvement of our patitent's well-being and quality of life. Introduction: Attractiveness and the concept of beauty have conscious and unconscious aspects of extreme relevance to the aesthetician. Among the conscious aspects, there are cognitive biases such as the heuristics of similarity and the halo effect, and among the unconscious ones, the perceptions arising from archetypal symbols that activate regions of the limbic system, especially the amygdala and reward system. Materials / method: A literature review was performed to validate the concept of the current IMAGE-ID (visual identity) and the desired IMAGE-ID. A casew of patients treated with a combination of techniques such as botulinum toxin, fillers and technologies will be presented to highlight the importance of lines and shapes in IMAGE-ID analysis, as well the important impact on self-esteem of patients with the results regarding the new IMAGE-ID after treatment. Results: Patients treated with a holistic approach based on neuroscience and visagism show significant improvement in self-perception, mood, interpersonal relationships and, consequently, in quality of life. Conclusion: Neuroscience provides us important subsidies that can help us communicate with patients, diagnose their current IMAGE-ID and treat them to achieve the desired IMAGE-ID, thus improving their self-esteem and quality of life.