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Boom in Cosmetic Procedures for Men & Couples

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BEAUTY AND HEALTH. Boom in Cosmetic Procedures for Men & Couples

Mirror, mirror on the wall: who is the fairest of them all? For decades, women have been the primary consumers of beauty aids in their relentless pursuit to look and feel their best. However, today more than ever, the open expression of male vanity is on the rise. The male grooming market has become a $3.5 billion industry, with men spending heavily on grooming, hair restoration, teeth whitening and all manner of aesthetic procedures. Let’s face it; men are now competing with other men, as well as with women, who have been bred for centuries to learn how to take care of themselves. As part of these changing behaviors, there was a time when men visited their cosmetic doctors through private entrances and secretly booked cosmetic enhancements. Today the veil of secrecy has been lifted and there is a worldwide boom in procedures for men.

And for those in a coupled situation, many partners no longer try to hide their surgeries or procedures from one another. For example, if their partner looks better after a procedure, and is happy with the result, they are encouraged to do the same. One rather well known psychologist refers to this as the “social matching theory”. This means that in general, people are attracted to, and want to be with others, who have a similar level of attractiveness. So let’s take a look at these trends….the growing popularity of cosmetic procedures for men and couples visiting their cosmetic doctors together!!

Cosmetic Procedures for Men: Daddy Make-Overs and the “Forbes Face lift”

According to the American Society of Aesthetic Plastic Surgery (ASAPS), the number of cosmetic procedures (surgical and non-surgical) for men has increased by more than 43% over the past five years.

Enter the “athletic dad” who is married with kids, has put on 15 pounds, and now wants what we call the “Daddy Make-Over”. Consider the “male model” type: basically an average good-looking man, who with a few procedures envisions himself as a GQ cover. And then my favorite category, the young banker, CEO, or Board member who is now at the top of his game and feels young and confident, but is afraid that he doesn’t look it. This man is a candidate for what we call the “Forbes Facelift” and most likely will be well served by a tightening of the jawline, soft tissue fillers for additional volume to recreate a sharp masculine, facial structure, botox for wrinkles and frown lines, and perhaps laser hair removal and skin resurfacing. A well placed injection of a filler like Juvederm along the jawline can create a more angular, sexy, chiseled appearance; additional soft fillers in the cheek area can provide definition and a more masculine appearance to sunken cheeks. And as you will see on the chart below, Botox, commonly referred to as “Brotox” for men, leads the way in non-invasive procedures for men with its many applications.

2014 Top Five Male Cosmetic Minimally Invasive Procedures

Chart Updated

Source: American Society of Aesthetic Plastic Surgeons

For the Man In Your Life

Recently, one of my male patients who had undergone several non-surgical procedures at the suggestion of his girlfriend said to me, “You know, I am so glad that I did this. I look more refreshed now and the best part is that this is just another part of our life together that we are sharing”. This couple now comes to see me at least once a year and they make a date out of this!

As you know, women are tremendous influencers in the decision making process, whether it is luxury goods, healthcare, or appearance. So whether the man in your life is a friend, partner, relative, or colleague, this person values your opinion; because of this, I would like to offer a complimentary consultation to any man you refer to our offices.

About the Author:

Dr. Sunanda Chugh is the Founder and Medical Director of Anand Medical Spa and has been practicing in NYC since 2004. She is a graduate of Cornell University and has completed her training at St. Luke's Roosevelt Hospital/Columbia Presbyterian Hospital. Dr. Chugh has worked and trained with top Plastic Surgeons and Dermatologists in NYC. Her special interest on the effect of the aging process on the face and body inspired her to specialize in Aesthetic Medicine.

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