Job Security Fears Drive Men to Enhance Their Appearance
Beauty therapists and aestheticians have known the secret for years: men are increasingly investing in beauty procedures. Over the past decade, men have been seeking out treatments ranging from pedicures to chest waxes and eyebrow tints. However, a recent survey by the American Society for Aesthetic Plastic Surgery (ASPS) has discovered that this trend goes beyond non-invasive treatments, with men in the US also opting for cosmetic surgery procedures.
A notable increase in cosmetic surgery among men has been observed, particularly in Wall Street, where intense competition for job security is driving men to take extra care of their appearance. According to Todd Schlifstein, the owner of New York City Fountain Medical Group, fear of job loss, diminished prestige, and shrinking income have led men to pay closer attention to their image and age.
In Australia, this trend is also evident. Kate Champion, Sydney CBD clinic director of Laser Clinics Australia (LCA), confirms that men account for around 10% of their total injectable client base, with a significant portion of these clients being professional, middle-aged men who schedule their appointments during lunch breaks. The popularity of cosmetic procedures like Wrinkle Relaxers among Australian men has even resulted in the term ‘brotox.’
While white-collar Wall Street executives dominate the male cosmetic sector in the US, male miners are the fastest-growing demographic in Australia’s ‘brotox’ market. The harsh environmental conditions that miners face, combined with their higher average salaries, contribute to the growing demand for high-end cosmetic treatments in this sector.
According to a British study, four out of ten Wrinkle Relaxer users feel the need to have the procedure regularly, and 50% of clients feel out of control without it. For some, it serves as a gateway to plastic surgery. ASPS President Scot Glasberg states that “men are seeking to regain confidence, improve their self-image, and feel better about their appearance.”
Popular cosmetic procedures for men include Wrinkle Relaxers, liposuction, chin implants, and rhinoplasty. This growing male cosmetic market has driven Australia’s cosmetic spending to new heights, with Australians now spending about 40% more per capita on cosmetic treatments than Americans. Injectable treatments lead the market in Australia, and the sector is expected to see continued growth thanks to its expanding male clientele.
Kate Champion emphasizes that “men are much more aesthetically aware than they’ve ever been. They know how they look has a big impact on how they’re perceived. For professional men, it’s about looking refreshed and well presented.”
If you’re interested in exploring cosmetic procedures, contact a reputable provider to book an appointment and discuss your options.
Source: Professional Beauty