The use of submalar augmentation in facial rejuvenation surgery satisfies the need for enhancement of the midface to obtain longer lasting and better results from rhytidectomy. Submalar augmentation is a new surgical technique that positions anatomically designed silicone implants over the midthird of the face. It provides the appearance of restoring midfacial soft tissue and reduces the depth of anterior facial folds. The enhanced underlying bone structure avoids exerting excessive tension on the skin during face-lift surgery, thus preventing distortion of midfacial architecture. Submalar augmentation is a procedure that has been used as a supplementary enhancement to rhytidectomy in 56 patients over six and one-half years. Only minimal complications have been reported, all of which have been satisfactorily resolved. To date, no implant has been rejected or permanently removed. In our experience, when performed in conjunction with rhytidectomy, submalar augmentation has greatly enhanced and prolonged the results of face-lift surgery, and has significantly increased patient satisfaction.