Cosmetic Surgery and Men

A rising trend

The number of men opting to undergo cosmetic surgery has increased dramatically in recent years and is now one of the largest growth areas in the industry. According to figures released by the British Association of Aesthetic Plastic Surgeons, 28,921 cosmetic procedures were carried out in 2006, 8 percent of which were on men.

Whereas in 2004 men accounted for 1,348 aesthetic operations, that figure rose to 2,452 by 2006. It may still sound like a relatively small slice of the market, but that is a two-year increase in male procedures by over 30 percent. And with the popularity of cosmetic surgery continuing to increase overall, trends suggest that the male market is one that will continue to grow.

For decades male grooming was about little more than being clean and freshly shaved, but this has been turned around in recent years. The rise of the so-called metrosexual (defined as an urbane male with both the money and the inclination to dedicate to his appearance) explains some of this. As do reports that men - most notably high-flyers - increasingly believe that a youthful, attractive appearance is beneficial within their working environment.

Popular procedures

The women’s beauty industry is worth over £100bn every year and the men’s market continues to develop strongly. UK sales of male beauty products increased by a third over five years, including a 900 percent increase in skincare sales alone. With rewards like that available, it is hardly surprising that the beauty industry continues to push its products at a male audience. But all this physical scrutiny has another side to it, with men increasingly seeking physical ‘perfection’ and being increasingly prepared to pay for it.

The latest statistics support this. While rhinoplasty (or nose job) continues to be the most popular surgical procedure for men, anti-ageing procedures are gaining in popularity. According to BAAPS figures, the number of face lifts, eyelid surgery and brow lifts increased by 44 percent, 48 percent and 50 percent respectively in 2006 with male procedures making up an increasingly significant proportion of those. Most significant is the increasing number of men opting to undergo liposuction to remove excessively fatty mobs (man boobs). According to BAAPS figures 177 men had the procedure on their chests in 2006 – eight times the number in 2003.

Non-surgical procedures are growing in popularity too. It has been reported, for example, that men now make up one fifth of the market for Botox injections. For men in particular, the treatment is popular not only in combating wrinkles but also as an effective means of reducing sweat in patients – crucial, advocates say, for helping to keep their cool in the boardroom.

The top five surgical procedures for men in 2006 were, in order of popularity:

• Rhinoplasty (nose)
• Blepharoplasty (eyelid/brow)
• Liposuction
• Otoplasty (ears)
• Face/Neck lift