In high definition

Today, it's all about the cheekbone.

In yet another phenomenon in cosmetic procedures -- taking off from Botox, eyelash extensions and, of course, those collagen-injected lips -- women (and plenty of men) are taking another look at their cheekbones, using injectable fillers to help shape, plump and generally restructure the cheek -- an area that has until now been overlooked.

At the heart of the upswing, doctors say, is that people are no longer fixated just on the lines and wrinkles in their face, but in how to get the effect of a full face-lift without going under the knife. The general obsession with celebrity culture is helping to drive cheekbone mania too: Surgeons often get requests from patients specifically to replicate the spectacular cheekbones of Angelina Jolie or the rosy, youthful cheeks of Katie Holmes or Jessica Alba.

"When Bo Derek came out in '10,' everyone was thinking about the cheekbone, but it fell out of favor," said Dr. Anna Guanche, a dermatologic surgeon and owner of the Bella Skin Institute in Calabasas, who later this month will perform a cheek procedure on TLC's makeover show, "10 Years Younger." "What's happening now is that people are focusing on more than just the obvious areas like around the eyes, the smile lines or the forehead. They are noticing that their cheeks are rolling downwards and inwards as they age, and that something can be done about it."

The procedure involves one or two injections around the cheekbone area, either through the face or, as some cosmetic specialists practice, through the mouth. The area is anesthetized so there is minimal discomfort. It rarely takes longer than 20 minutes, and though there might be some short-term redness, the effects are almost immediate. No recovery time is needed.

Among the more popular fillers are Radiesse, an FDA-approved injectable made from calcium hydroxyapatite -- essentially calcium-based microspheres in a water-based gel. Originally designed to smooth out wrinkles and lines (specifically, the nasolabial folds, which form around the mouth and nose area), the dermal filler is now being used increasingly above the cheekbone to add definition. A cheek procedure with Radiesse will run $1,500 to $2,000, with results lasting a year or longer. Other fillers include Sculptra, also FDA-approved, which is made from poly-L-lactic acid and tends to be pricier but does last longer. Side effects can include occasional redness, swelling and discomfort around the injected area, and in cases where the injection is done through the mouth, doctors say there is also a chance of infection.