Fat is a huge (NPI) topic in the cosmetic world. The holy grail is finding a procedure that reduces fat without invasive procedures. Zerona attempted this with little success (but you can still find doctors that sell this procedure, with a trail of underwhelmed patients left behind). Zeltiq works along the same lines as some ultrasound techniques, but it uses cold to injure fat cells, prompting your body's natural scavengers to take away the remnants. Does it work? It appears to, but very minimally. It may be a good option for someone with a small area of unwanted fat, but that doesn't seem to be the norm stateside. Save the so called "coolsculpting" for Cold Stone employees.
