Female genital cosmetic surgery (FGCS) refers to new treatment/enhancement technologies that have engendered much controversy. Examining FGCS through the lenses of bioethics, feminist theory and medical marketing situates it within makeover culture and deregulatory politics, and links it to feminist debates about making choices within constrained contexts. This article points out numerous analogies between the creation of FGCS and the new sexuality pharmaceuticals, and shows the relevance of the New View Campaign's analysis for this new domain.

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