Dr. Ashley Sturgeon with a less-invasive method to 'lift' the face

LUBBOCK, TX (KCBD) - The use of Botox injections to wipe away wrinkles has become a billion dollar effort every year for Americans. But recently, another option is gaining popularity.

It's called Voluma. It doesn't replace a face lift, but it gives the appearance of "lifting" the face by injecting a filler into the cheeks.

Dr. Ashley Sturgeon, a Dermatologist and Texas Tech Physician, says, "So what we've realized is a lot of the aging in the face is actually falling from the midface. As we age, we lose fat in our face, and you think losing fat is a good thing but not in your face. So the face starts to sag. And so now, what we're finding is a more natural look to add fillers where you've lost volume in your cheeks."

Compared to Botox, which lasts several months, the effects of Voluma can last up to two years.

But it costs more, about a thousand dollars an injection, and Dr. Sturgeon says that although one may be enough, some people may need up to four injections.

Copyright 2015 KCBD. All rights reserved.