Figures show that Botox and dermal fillers aren’t just a girl thing anymore – Brotox is here and it isn’t going anywhere.
We’re all aware of the pressure that can be placed on women to stay forever young; so much so, billions of pounds are spent on aesthetics treatments every year, but what about men?
A mix of spending too much time on Zoom and male celebrities, including Simon Cowell, opening up about the work they’ve had done has led to a dramatic rise in consultation requests from men.
Why Brotox? Well, it’s a term growing in popularity with some clinics and medical spas often using it to distinguish between male and female treatments which could be seen to address men’s unique facial anatomy and their desired outcomes.
Tweaked not tucked
According to the American Society of Plastic Surgeons, over the last 20 years, there has been a 99 percent leap in men receiving injectables such as anti-wrinkle formulas, like Botox, and fillers.
The UK is the world’s fastest-growing filler market, valued at £1bn a year.
A 2019 report published by the British Association of Aesthetic Plastic Surgeons found that men now want to look “tweaked” rather than “tucked” with the most popular treatments for men including Botox for wrinkles, “dermal filler for jawline definition”, chin enhancement and a procedure called “facetite” which reduces double chins.
British plastic surgeons reported a 70% increase in requests for video consultations over 2020 – many of which are being linked to the amount of time we’re all spending staring at ourselves in a little box on a computer screen.
There was a 70 percent rise in requests for video consultations for new cosmetic procedures in 2020, the British Association of Aesthetic Plastic Surgeons (BAAPS) found.
A third of plastic surgeons surveyed saw an increase in men seeking virtual consultations.
Why are more men turning to Botox?
The number of men getting work done is trending upward with Botox and other botulinum toxin injections among the most popular anti-ageing methods for men.
Embarking on a course of Botox as an anti-wrinkle treatment is the most popular reason men give but it can also be used to treat several health conditions, such as neck spasms, lazy eyes, and excessive sweating.
Of course, social media can’t be overlooked; the increased use of apps like Instagram, as well as dating apps, is also on the list with men, just like women, wanting to look their best for their profiles.
We all know that life-changing situations can make us reflect and take action – and Botox and dermal fillers are no exception.
A relationship breakdown, a change in career or a new romance have all been attributed to the growth in the male market – along with a desire to keep up with a partner who may be undergoing treatment themselves. Having a wife or girlfriend who doesn’t appear to age may encourage to get rid of that tired, haggard look.
Brotox to beat ageism
And workplace competitiveness features highly with lots of men saying they use it to maintain their competitiveness against their younger co-workers. Many feel that keeping a youthful appearance helps them fight against ageism.
Ageism has, historically been associated with women, but in the US, there is a growing demand within Silicon Valley for men to appear younger than 40.
So much so that back in 2019, Google settled a lawsuit that alleged age discrimination during its hiring process. Bosses paid out $11 million to over 200 people over the age of 40 some of whom claimed that the company used phrases like “Googleyness” and “cultural fit” as euphemisms for youth.
Speaking in the Washington Post, plastic surgeon Larry Fan, says he estimates that around 25% of his male client base work in tech and are struggling with beauty standards that have long tormented women.
He says “In Silicon Valley, it’s commonly believed that if you’re over the age of 35, you’re seen as over the hill. People here value the young for their passion and their ability to look at things in new ways.”
Should I offer Botox and dermal fillers to men?
As the aesthetics industry continues to boom, it makes absolute sense to open up your appointment book to men.
A skilled Botox practitioner can carry out a safe and relatively quick procedure that offers extremely natural results with very little indication that anything has been done – allowing the man in question to be able to go straight back to work without anyone being any the wiser.
The fact that iconic male models, pop stars, actors, and sportsmen have openly admitted to having cosmetic enhancement is certainly helping the Brotox trend.
They make no excuses, saying they simply want to look ‘refreshed’ or ‘rested’, as if they have taken a month’s holiday – and if you can help them with that, then go for it!