The Rise of Beauty Procedures in Men

The Rise of Beauty Procedures in Men

January 12, 2021

‘Fear of job loss’ is being cited as a key reason increasing numbers of men are taking to beauty procedures…

It’s a secret beauty therapists and aestheticians were privy to long before the rest of the world started catching wind.

Men have been increasingly spending up on beauty procedures for the past decade, encompassing everything from pedicures to chest waxes and eyebrow tints.

But a new survey by the American Society for Aesthetic Plastic Surgery (ASPS) has found that, in the U.S at least, the male quest for beauty isn’t limited to non-invasive treatments.

 

cosmetic surgery procedures amoung men are on the rise, a trend particularly pronounced on Wall Street, where the fight for job security is more brutal than ever before.

 

In 2013, 385,000 American men had Wrinkle Relaxers performed, and while the numbers are still out, the ASPS says cosmetic surgery procedures amoung men are on the rise, a trend particularly pronounced on Wall Street, where the fight for job security is more brutal than ever before.

“Since the 2008 meltdown in the economy and the subsequent repurposing of careers and functions, it’s been messy on the Street,” New York City Fountain Medical Group owner, Todd Schlifstein told Men’s Journal.

“In the process, fear of job loss, diminished prestige and shrinking income have led men to pay closer attention to image and age.”

fear of job loss, diminished prestige and shrinking income have led men to pay closer attention to image

And Laser Clinics Australia (LCA) Sydney CBD clinic director, Kate Champion says Australian men have not been immune to the pressure.

“We’re already seeing the flow-on effect in Australia. Men represent approximately 10 per cent of our total injectable client base – they’re a fast growing segment, particularly in CBD clinic locations. Twenty-five per cent of CBD injectable clients are male, and are largely professional, middle-aged men, who schedule their appointments during lunch breaks.”

the procedure has become so popular with Aussie males, it’s coined the name, ‘brotox’

In fact, the procedure has become so popular with Aussie males, it’s coined the name, ‘brotox’, with one in ten of the country’s 250,000 annual injectible procedures now performed on men.

And while it’s white collar Wall Street execs dominating the male cosmetic sector in the U.S, in Australia, male miners are the fastest growing sector in the emerging ‘brotox market’.

Harsh environmental conditions which can leave many miners susceptible to skin damage, coupled with financial access to high-end treatments thanks to generous average salaries, mean it’s also a growth area that’s unlikely to slow down any time soon.

four out of 10 users feel compelled to have the procedure regularly

And for many, once is never enough. In fact, one British study found that four out of 10 Wrinkle Relaxers users feel compelled to have the procedure regularly, while a startling 50 per cent of clientele admitted they felt out of control without it, and for others, it’s often viewed as a gateway to plastic surgery.

“Male plastic surgery rates have significantly increased since 2000, and the notion that cosmetic procedures are just for women no longer exists. “Men are seeking to regain confidence, improve their self-image and feel better about their appearance,” says ASPS president, Scot Glasberg.

the notion that cosmetic procedures are just for women no longer exists.

Besides Wrinkle Relaxers, the most popular cosmetic procedures for men include liposuction, chin implants and rhinoplasty, with the growth of the male cosmetic market taking Australia’s cosmetic spending to new heights.

According to a recent report by Cosmos Clinic, Australians now spend about 40 per cent more per capita than Americans on cosmetic treatments, with injectibles in the lead as the number one most requested treatment in Oz, a market that is expected to continue to see year on year growth thanks to its growing base of male clientele.

“Men are much more aesthetically aware than they’ve ever been,” emphasises Champion.

“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.”

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Via: Professional Beauty