Submalar augmentation is a new approach that effectively deals with many of the problems encountered in midfacial rejuvenation. This study reports the results of 78 patients who were successfully treated over 6 years by submalar augmentation. This procedure consists of inserting newly designed Silastic (silicone rubber) implants over the midface to create the appearance of restoring the vibrant and youthful fullness of the middle third of the face while avoiding distortion of normal facial anatomy. When used alone, it provides an alternative to rhytidectomy in the 38- to 50-year age group. The benefits of submalar augmentation are such that it should be considered a standard part of the surgical approach to facial rejuvenation.