Brotox And The Groom Boom – Why More Men Are Turning To Cosmetic Treatments 01/07/2019

Brotox And The Groom Boom – Why More Men Are Turning To Cosmetic Treatments

Since 2010, the number of men seeking cosmetic procedures has grown by 20%. Aesthetic practitioners are now noticing that while male clients used to be every one in ten patients, now two in five clients, or even more, are men. While aesthetic medicine, such as injectables, were traditionally seen as female-focused, there has been a considerable shift towards the male market. Those in the industry describe it as ‘the groom boom’ or ‘Brotox’ which describes male Botox procedures.

So, why are more men turning to cosmetic surgery; is the fact that there is less of a stigma and higher empowerment or more of a pressure to retain a youthful appearance?

The most popular cosmetic treatments for men

Currently, the two most common cosmetic procedures for men are eyelid surgery and liposuction. At Hans Place Practice, two out of five of our VASER liposuction clients are men. However, we have also seen a significant rise in our other range of services for men. Aside from VASER Lipo, the majority of our clients select our facial treatments such as chin, jaw and cheekbone enhancement.

While Botox for men has grown by 29% since 2010, at Hans Place, we find that the use of dermal fillers and sparing use of Botox can help to create a natural appearance and both can work together to achieve the crisp, clean look that many of our male clients desire.

We understand that men want to seek the natural-looking subtle results that allow their appearance to remain relatively unchanged. Instead of the unnatural frozen look, high-quality facial treatments can help to freeze their appearance in time. Regular top-ups of Botox and dermal fillers alongside a quality skin care regime can enhance the facial aesthetics and help to slow down the signs of ageing, helping to maintain a youthful appearance for even longer. Treatments such as Intra and Ultracel for acne scarring and facial/ neck tightening are also popular.

Is self-empowerment leading to the rise of Brotox?

Of course, both males and females suffer from the ageing process and want to look their best. However, in the past, the pressure for women to maintain their appearance was felt a lot more strongly than the pressure on their male counterparts. It is possible that the rise of social media, selfies and image sharing is making men feel the pressure of their looks.

Alternatively, the availability and broad discussions around aesthetic medicine may be removing the stigma of cosmetic treatment, especially for men. Now more and more men are opting to enhance their appearance with cosmetic treatments, it becomes more socially acceptable and not something to be embarrassed by. No longer a taboo, cosmetic procedures are seen as just as acceptable as visiting a barber’s or hair salon.

Research has also found that many men are turning to cosmetic surgery for their career and professional image. Studies have found that handsome men are paid an average of 5% more than less handsome counterparts. Similarly, there is anecdotal evidence that a youthful appearance can help maintain strong client and business relationships. As a result, more men are looking for ways to retain their youthful appearance, such as Botox and dermal fillers, to succeed in their career.

In the past, age was seen as experience and expertise. However, now, with the focus on staying innovative and up to date with the latest technological changes, many businesses seek the help of confident, young males. Retaining a youthful appearance could possibly change buyer and client perceptions invoking more trust and a better rapport.

Brotox for self-esteem?

Your appearance can have a significant impact on your confidence, self-esteem and even your mood. Clinical trials have already studied how Botox can have mood enhancing effects. While there has been no conclusive evidence, the Journal of Cosmetic Dermatology saw a link between the paralysis of frown muscles through Botox which means less facial feedback of negative emotions which can help to improve the mood or make a negative mood harder to maintain.

The minimally invasive procedure of dermal fillers and Botox can be incredibly powerful in improving confidence and self-esteem and helping to remove any perceived flaws the client may complain of. Whether through facial feedback or just satisfaction at an enhanced appearance, we regularly see clients who have an increased level of confidence after their procedure.

How men can retain a youthful appearance

Dermal fillers and Botox can make a significant yet subtle difference in helping to reduce the signs of ageing. When choosing cosmetic treatments, it is important to choose a medical provider. Botox is a medical product and for best results, should be administered by a trained and experienced medical professional.

However, alongside cosmetic treatments, adhering to a healthy lifestyle (not smoking and moderating alcohol consumption) and developing a healthy skin care regime is essential in helping to achieve and retain the best results with healthy, youthful skin. It is wise for men to instil a healthy routine to help combat the signs of ageing and maintain this regime to slow the signs of ageing as much as possible.

  1. Use moisturiser

A specific facial moisturiser can significantly help the skin by serving as a barrier, helping to reduce the impact of daily life on the skin. Air pollution, heating and even air conditioning can dry the skin out and may make lines more noticeable. Choosing the right moisturiser for your specific skin type can help to maintain an energised appearance and keep the skin hydrated. We recommend Obagi Hydrate.

  1. Exercise

Regular exercise is essential. There is now overwhelming evidence to show the benefits of exercise and the positive effects this has on ageing. This includes combining; weight training, endurance exercises, such as running, cycling, and High-Intensity Interval Training (HIIT).

  1. Use an SPF

The sun can cause significant damage to the skin and can release free radicals, which can accelerate skin ageing. It is essential to use an SPF for daily use but also to apply it regularly if you spend lots of time in the sun. Remember, if your skin begins to burn, it is already permanently damaged, so prevention really is the better option.

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