DALLAS – On Dickey’s Barbecue Pit commercials, Joanna Winham is known as “Edna,” the older, pesky customer. In real life, Winham would rather not look that part.

“I want the chins, as they say, gone,” she said with a laugh.

That’s why the 62-year-old baby boomer has tried a new and non-invasive procedure some call the “60-minute facelift.”

The lunchtime treatment called Ultherapy uses ultrasound sound waves like those used to view a baby in utero. It was recently featured on The Dr. Oz Show.

While other treatments blanket the face with heat, the ultrasound waves are highly focused to create heat at precise points beneath the skin. That heat prompts new collagen to form at deeper levels than most other non-surgical facial rejuvenation therapies. Also, the ultrasound imaging allows technicians to see exactly where the heat is being placed.

“I can put all of the energy in a very specific place,” said Dr. Jay Burns, a Dallas plastic surgeon. “Here I can actually target with the ultrasound, see where I want to put it and lay the energy right there. It’s more of a precise instrument.”