JOIN USIn a sign of rising popularity of these operations, the final of the 2010 Italy's Miss Cosmetic Surgery contest scheduled Friday in Adriatic coastal resort of Rimini includes a 'Vaginoplasty' section.
Vaginoplasty, or rejuvenation and remodelling of the vagina through laser surgery is especially popular with women who have had children or older women, according to surgeon Alessandro Littara.
Around 50 women undergo the procedure annually, he said.
"We shrink the vagina so the muscles regain tone and the woman is able to 'feel' more again."
Littara set up Milan's Institute of Sexual Laser surgery, one of "three or four" centres carrying out vaginal cosmetic surgery in Italy.
Evern more popular, however is labiaplasty (labia reduction and beautification), according to Littara. He said around 100 women request this type of surgery each year, which includes injecting human issue or acids into the vagina's external labia to recreate their youthful plumpness.
"The typical patient is aged between 25 and 40, most commonly 30-35," said Littara.
"Most are happily married and are often accompanied by their partners."
A labiaplasty operation typically costs around 5,000 euros (about $6,300), while Vaginoplasty costs 7,000 euros. Both are carried out in day hospitals and the patient is sedated and given a local anaesthetic.