Father’s Day is almost upon us and it seems the days of Dad wanting a bottle of after shave, golf balls or a car-related gift may be well and truly behind us. The male grooming market is now worth $3.5 billion in the US alone and Dad may well prefer to receive some fancy moisturizer or a visit to the spa for some pampering on Father’s Day. Research into the toiletry buying habits of men indicate a massive shift in attitudes to male grooming.
The economy, competition for jobs and increasing divorce have prioritized the need for men to look more youthful, and appear more dynamic, well into their 40s, 50s and 60s. This has led to them re-thinking their attitudes towards diet, exercise, face-care products and cosmetic surgery. Men, like women, increasingly seek to change those aspects of their appearance which trouble them and surgery is becoming increasingly popular as a way for men to deal with these issues.
The top five cosmetic surgeries for men in 2011 were:
2. Nose jobs
3. Cosmetic Eye Surgery
4. Breast reduction
Billions are being spent on grooming products each year, but it is not just over the counter products that men are seeking. They are also increasingly found in both the beauty aisles of department stores and pharmacies as well as booking appointments with cosmetic surgeons for everything from Botox to breast reductions and liposuction.
Plastic surgeons have therefore noticed a significant increase in male patients. There are many reasons for men turning to surgery, including changing cultural norms and society’s increasing obsession with youth. These factors, together with improved techniques and reduced recovery time, are all contributing to the growing popularity of male cosmetic surgery. As one plastic surgeon put it:
“My typical male cosmetic surgery patient is an average man who wants to look as good as he feels…These days, I am seeing many more men for non invasive medspa treatments and injectable fillers because these procedures do not require any downtime or call attention to the fact that a procedure was done.”