Laser Vaginal Rejuvenation began as a modification of a traditional gynecological vaginal surgery for stress urinary incontinence. The procedure, which has been a standard gynecological surgery for decades, involves the tightening of the vaginal muscles and support tissues, as well as the reduction of redundant vaginal mucosa (relaxed vaginal lining). By reconstructing the "optimum structural architecture" of the vagina -- namely, by reconstructing the outer third of the vagina: the orgasmic platform, internal and external vaginal diameter (introitus) and the perineal body -- Matlock claims that women not only are relieved of incontinence, but they also enjoy increased levels of sexual gratification. The connection between vaginal tightness and sexual gratification allegedly became apparent to Matlock 12 years ago when a woman came into his office with extreme stress urinary incontinence after the birth of four children. Matlock recalls her phone call weeks after the surgery. "She called back and said, 'Doctor, guess what? Since I've had the procedure sex is great. My husband says he has the same wife, but a new woman.' And I said, 'OK.' I just put that in the back of my mind." Later, word of mouth spread, bringing more women to Matlock's office in search of a tighter vagina not just to end incontinence, but for better sex. Some requested that, once on the surgery table, Matlock do a little cosmetic surgery as well -- a plumping up of a flaccid vulva here, a trimming back of a labium there. "I hesitated at first," says Matlock of those fledgling days, when a growing interest in sexual gratification and designer vaginas slowly brought women flocking to his office. "Then I modified my thoughts. I thought, OK." Matlock ran his first ad in the L.A. Weekly two years ago. Amid the clutter of ads for big breasts, tight butts, large penises and iron shins, the Laser Vaginal Rejuvenation ad featured a bikini-clad woman writhing in orgasmic delight. The headline read: "You Won't Believe How Good Sex Can Be!" Matlock's phones haven't stopped ringing since.
Speaking with the gusto of a moral crusader, Matlock sits in his office with a panoramic view of L.A. looming behind him. On his large, shiny desk stands a transparent plastic model of a vagina and its reproductive system. "Gynecology is a supersurgical subspecialty," he says. "We dedicate our entire professional careers to the reproductive tract. But do we ever go back and look at the things that result from labor, delivery, childbirth? There can be relaxation of that structure and thus a diminishment or a decrease in sexual gratification. Do we concern ourselves with that? No. Not at all. We only concern ourselves with obstetrics. I think there needs to be research in this area, and I'll tell you why: Women do [his emphasis] enjoy sex. Women want to enjoy sex. Women want to be able to enhance their sexuality if they can." By marrying this type of sexual marketing rhetoric with gynecological science and cosmetic surgery, Matlock unwittingly formed a new and lucrative alliance. Today women from all over the world come to Matlock's office seeking a rehauled, resexed vagina. Like Jill, they claim phenomenal and life-changing results -- two adjectives that could very well describe what LVR and DLV have done for Matlock. Poised to launch an international franchising and licensing network, Matlock stands on the edge of a cresting wave that has already made him a millionaire several times over, generated media attention (Howard Stern has praised the man) and provoked the wrath of many in the ob/gyn community. "I think this is a way of preying on vulnerable women," says Dr. Linda Brubaker, fellowship director of Female Pelvic Medicine & Reconstructive Surgery at Loyola University Medical Center. "I reconstruct vaginas all the time. I agree that the field of women's sexual functioning is a poorly studied area. But I don't buy any of what Matlock is saying. There are standard pre- and post-operative intervention tests and tools that could be applied here to substantiate his claims. Curious that Matlock has not applied any of them to his own work, nor published any scientific material relating to his work, nor subjected anything to peer review. The longer this is untested, the better for him."