The changing face of Men: Beyond shaving…from Bro-tox to surgeryJanuary 27th, 12:13 am
Times have changed and we are seeing a rapid growth of men emerging, embarking on the quest of restoring or preserving a youthful appearance. First the term metrosexual, and next “yummies”…that would be young urban males, a term my young niece educated me on. It only takes a glance to notice the growing number of male magazines and the growing male-centric marketing campaigns to men’s fashion and appearance.
Men, like women are motivated by the need to preserve their appearance and ward off signs of aging. Priority is shifting to staying competitive in the fiercely challenging job market. Statistics show that cosmetic surgery in middle age and older men are up almost three times from which it was 15 years ago. Men, like women have jobs in which looks play a part. I’ve heard statements like “I don’t want to be looked at as older or a wiser father figure, I want to be viewed on the same playing field as the younger guys”. I have also seen a growing emphasis placed on appearance in the younger males who stay on trend with the latest fashion. Men are comparable to women in that they come in wanting treatments that slow the aging process. Skin rejuvenation, minimally invasive procedures such as Botox or what they call “Bro-tox”, fillers and laser hair removal are high on the list. Men are discovering that these small procedures have such a large impact, and can boost confidence in both the work force and in social settings.
As male vanity is reaching new peaks, increasingly acceptable are procedures that contour the body. Changes to the shape of the nose through rhinoplasty and eyelid surgery have always been the most popular procedures. Staying in shape isn’t just about sweating and how much you bench press. Body consciousness has risen to a new level. Growing in popularity is liposuction and male breast reduction, sculpting away the stubborn areas resistant to diet and exercise. In fact it has been said that male aesthetic procedures are set to increase approximately 10% per year in upcoming years.
The male patient today is one that understands the importance of looking your best. Women have infiltrated the work force previously dominated by men, it’s only fair that men can conversely enter the beauty industry and start taking advantage of our best kept secrets. What’s next…I guess we’ll have to share more real estate in the bathroom cabinet, and be on close guard over our treasured of anti-aging serum.