In 2016, the codes are changing and aesthetics is becoming more accessible to men. With turnover of 580.6 million generated by the male aesthetic market (11.4% increase per year until 2019*) and 29 billion euros** by the male cosmetic industry, the modern man is now well aware of the important role his appearance plays in his social, family and professional life. It is worth noting that in 2014, 16.5% of all cosmetic procedures carried out were on men.
MALE AESTHETICS, WHAT MEN WANT!
“What is the primary motivation for these men? To look younger, cleaner and healthier, while fulfilling all of the criteria of the masculine ideal: straight, full eyebrows; long, close-set eyes; a strong nose; and a powerful jaw, all of which convey high levels of “testosterone”.
I have noticed in my patients that the most commonly requested procedures are laser hair removal, followed by botulinum toxin injections (Azzalure) to correct any unsightly expression or worry lines, then hyaluronic acid injections (Restylane, Emervel) to lift the features, and finally microdermabrasion for clearer skin.” Dr Catherine De Goursac, Aesthetic Doctor.
What does a male-oriented cosmetic treatment involve?
“A man’s morphological characteristics are different to a woman’s: the forehead is higher, the eyebrows are horizontal, the muscles are stronger and the sub-cutaneous adipose tissue is thinner. We need to achieve a highly natural result that satisfies the patient’s expectations. We can do this through a combination of treatments, carried out in three stages:
Botulinum toxin injections into the forehead, glabella and periorbital wrinkles, to smooth any forehead lines and relax the face.
Correcting the facial volumes using filler products in specific areas (while avoiding excess), such as RESTYLANE REFINE, as the gel’s fluidity gives a natural-looking result.
And finally, smoothing the skin’s texture using NEOSTRATA.
* Medical Insight November 2015 – Male Aesthetic Market Study – ** Euromonitor – *** Multicity Study of Urban Inequality de H. Holzer, Michigan State University.
