In the past most advertising, for cosmetic surgical and non-surgical treatments, was directed at women. Plastic surgery, facial aesthetic treatments, and injectables such as Botox and fillers were marketed to women and cosmetic practice websites were filled with pictures of happy, good-looking, smooth-skinned women.
Times have changed and according to a recent medical study from the American Society for Aesthetic Plastic Surgery, 453,281 men received botulinum injections in 2016. Men getting Botox, the most commonly recognized of the neuromodulators, accounted for 9.9 percent of total treatments done. A similar study from the American Society of Plastic Surgeons noted that “Brotox” had risen 337 percent since the year 2000.
Recently, we’ve seen more advertising geared toward men considering cosmetic procedures to target signs of aging, but the reasons Botox appeals to men may be different than for women.
The Plastic Surgeons interviewed by Huffington Post agreed that unlike female patients, the driving motivation for men having Botox treatment was reported to be competition in the workplace.
“They’re simply having more procedures done because they want to maintain the competitiveness in an increasingly ageist workplace,” said Dr. Daniel C. Mills, president of the American Society for Aesthetic Plastic Surgery.
BOTOX TREATMENTS FOR MEN
Plastic Surgeons in major U.S. cities who were interviewed by the Huffington Post suggested that men who have Botox treatments are generally 35 to 65 years of age. They also typically share the commonality of high-paid white collar jobs and usually have Botox injected around the eyes or “crows feet” as well as to forehead and frown lines between the brows. Botox or similar medications such as Dysport and Xeomin work by temporarily relaxing muscle movement in target areas to soften lines and reduce wrinkling. Treatments are typically scheduled 4-5 months apart and will provide a more rested, less-angry and youthful appearance to the face. With people staying active in the workplace longer these days, it makes sense that many men would seek ways to appear younger like their young colleagues.
Men have also been encouraged in recent years to embrace the “metrosexual” approach to grooming and self-care and in many cases, they report that wives and girlfriends will encourage them to do Botox for themselves. As they see how common Botox treatment is amongst family and friends, it helps to convince some men to take the leap.
Now, more than ever, savvy cosmetic practices are learning to cater to men’s Botox, starting with more masculine advertising design, to promotions and deals, to “man-friendly” practices complete with Bro-friendly decor.
Some doctors also reported that the rise of online dating where profile pics make a first impression have spiked the numbers of men seeking Botox treatment. Plenty of older men wish to date younger women and they know that Botox can smooth the lines which age a face.
Another motivator may be the increase of male celebrities who have come out in the open about Botox. Simon Cowell publicly shared about his Botox use and many other movie stars and well-known personalities have been talking about it in recent years, which has the trickle down effect of making regular guys feel like Botox is acceptable and not necessary to hide. Though there is less of a stigma attached to cosmetic self-care for men these days, men still do not tend to be overly social or chatty about their Botox experience, preferring a quick, private treatment before work or on a lunch break, rather than group treatments and spa visits with friends.
MALE BOTOX
Toronto male Botox, done well, should allow for facial expression and not completely smooth out the entire forehead which can give a blank, expressionless or feminine look. Botox should be injected by an experienced medical doctor or a board certified Plastic Surgeon.
