As a child you may have cringed when old Aunt Gertrude would grab your plump cheeks and give them a good squeeze, but these days, people are paying good money for those pinch-inspiring cheeks. A cheek implant, or malar augmentation, is a procedure in which an implant is inserted below the cheekbone to give the face a fuller look. Of the 9,326 cheek implants performed in 2005, women received 62 percent of them. It might take a month or two to fully recover from the swelling caused by this surgery. Those high cheekbones don't come with a high price tag; average physician's fees are $1,760.