The ANNOTICO Report

Italians vain? This journalist obviously has never been to America, the
Cosmetic Surgery Capital of the World.

London Telegraph
By Bruce Johnston in Rome
June 16, 2005

Italians worried about their image are taking out insurance against going
bald.

The policy is open to anyone aged between 15 and 70, of either sex. It was
developed by an insurance firm and a chain of hair care clinics, which ask
for £220 annual premiums regardless of how much or how little hair the
insured party has.

Silvio Berlusconi had a hair transplant and facelift last year
The pay-out, capped at £5,300, depends on the amount of hair lost between a
client first taking out insurance and their final claim.

Policy holders also get two free check-ups a year and a kit of products for
healthy hair, the use of which is not a condition of the policy.

Italy pays particular attention to baldness, with widespread advertising
devoted to the problem.

Despite this, many of Italy's great men rejoiced in their smooth pates.
Mussolini, the most famous bald Italian of all, had a reputation for being
especially virile, while the hairless Pierluigi Collina is football's most
recognisable referee.

However, the country's prime minister, Silvio Berlusconi, had a hair
transplant and facelift last summer.

Catello Balsamo, the president of the Italian Society of Hair Surgeons,
said public interest in hair transplants had surged following Mr
Berlusconi's operation.

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