So many more men are coming in for aesthetic treatments than in prior years. As men realize that they can have nonsurgical procedures that look natural and help them look young, more and more are becoming open to having them. There was a 56% increase in minimaly invasive procedures in men in 2011. At the same time, cosmetic surgically-invasive procedures have dropped, by 48% since 2000. Botulinum toxin A injection with Botox, Dysport, or Xeomin is by far the most popular aesthetic treatment chosen by men, so much so that the term "Brotox" now actually appears in the online Urban Dictionary. The number of toxin procedures in men increased by 286% since 2000.
Men are attracted to procedures that look natural, are difficult to detect, don't require frequent visits, and don't require much in the way of downtime. Thus, filler treatments, laser to reduce red blood vessels or brown spots, and body contouring to reduce stubborn areas of localized fat, are becoming more common. Often the man is sent in, sometimes with a gift certificate, by a significant other who recognizes an issue that could be simple to treat, or the patient himself is concerned about keeping up in an competitive work environment that values youth and vigor. Men have become more open to treating their nasolabial fold furrows with fillers because I have refined a facial recontouring approach that replaces volume where it has actually been lost, such as in the cheeks, temples, chin and jawline, rather than directly into the furrows themselves. This results in a more natural-looking correction. And fillers are now available that can last for years.
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