Secret Men’s Business [successfull male facial rejuvenation]

Ruggedness and expression lines are important

Meeting the male market for non-surgical procedures

Have you been seeing more men lately?

The male market for aesthetic procedures is climbing steadily.

If you think of men mainly in terms of nose jobs, you’re behind the game. The number of rhinoplasties performed has been declining, by 4% between 2009 and 2010 according to the American Society of Plastic Surgeons.

But last year 11% more men had dermal filler treatments than in 2010 and 8% more neurotoxin treatments, with blepharoplasties also becoming more popular.  And last year the ASPS reported a dramatic increase in chin augmentation procedures, with 76% more men opting to improve the definition of their jaw line and neck compared to the previous year.

So if this is a market sector you’ve been overlooking, it’s time to change your focus. This is a growth area for your business and to meet market demand you need to understand what male patients are looking for.

What men want It may seem obvious, but men want to be better looking. Research shows male attractiveness is strongly linked to professional success, across the board, let alone in their personal lives.

• They want to reverse signs of ageing. Again, men are under professional pressure to look capable and energetic, and to compete with younger contenders both at work and on the dating scene.

• They want convenience and minimal disruption to their lives. That means non-surgical procedures have vastly more appeal than going under the knife.

• They want value for money. The value proposition of the procedure has to provide a convincing return on their investment.

• Lastly, it is critical that the treatment is subtle and doesn’t feminise their appearance. The whole purpose of the exercise is to make men look more handsome and virile, not ‘prettified’.

A different approach As the chin augmentation statistics show, the key to enhancing male facial features lies in building up the characteristically larger and heavier cranial structures. These may be unbalanced as an accident of genetics or may have diminished as a result of the ageing process, exacerbating a tendency for the skin to sag or form folds.

Strategic deposits of volumising dermal filler against the osteum or in the sub-muscular skin layer can restore definition of the facial features and provide a lifting effect to counteract superficial drooping.

This approach will provide far more convincing results than plumping out the facial contours or eradicating wrinkles with botulinum treatments. A masculine face needs to retain some ruggedness and expression lines, rather than a smooth and rounded childlike appearance.