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PRACTICE MANAGEMENT | THE MALE PATIENT |


CATERING AESTHETIC SERVICES TO MALE CLIENTELE


The number of men seeking cosmetic procedures has increased greatly, with many physicians now counting them as 20% of their clientele. Wendy Lewis offers advice on how you can attract this patient cohort to your clinic


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WENDY LEWIS is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, author of 11 books, and Founder/ Editor-in-Chief of www. beautyinthebag.com since 2008. She is a contributor to a number of trade and consumer publications in the USA and Europe.


contact wl@wlbeauty.com 72 ❚ June 2013 | prime-journal.com


EN ARE JUST AS CONCERNED as women about their appearance; they’re just more quiet and discreet about it. While women are still more likely to choose facial plastic surgery, men


are also continuing to embrace it, according to the newest stats. Many men are choosing BOTOX®, volumising fillers or skin resurfacing to help them look younger and fresher as they find themselves competing for jobs against younger colleagues. Notably, the number of men having BOTOX® was up


27% from 2011, with hyaluronic acid fillers and microdermabrasion also among the most popular maintenance treatments, according to a recent American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) survey. Rhinoplasty remains the most requested surgical procedure overall among men. The survey also shows that many are coming at their significant others’ request: 20% of men say their decision to have plastic surgery was influenced by their partner. ‘Not a day goes by when we don’t see a few men


coming in for BOTOX® for furrows and forehead lines, or fillers for nasolabial folds and jawline, which wasn’t necessarily the case a decade ago,’ said Lisa Donofrio,


MD, a cosmetic dermatologist in New Haven, CT, who estimates that 20% of her patients are male executives, bankers, designers and performers. Men of all ages, professions, backgrounds and


lifestyles are viewing clinical treatments as part of an overall wellness and grooming plan. Emerging markets, such as the Middle East and Asia, show serious growth of men adopting cosmetic procedures. It is becoming well accepted for men to undergo cosmetic surgery and rejuvenation treatments, and the stigma of men looking after themselves has been lifted. So why aren’t more clinics and medispas catering to this growing and untapped customer base?


What are men having done? While men are seeking the same treatments women have bought into, the distinct differences between the skin biology of men and women, facial anatomy, and the way the ageing process manifests, all play a role in what men are seeking. Men have historically spent less time caring for their skin than women, but an increased awareness of non-surgical options has resulted in more men looking into skin rejuvenation treatments. Hormones play a role too. Men have thicker skin


with larger pores, and they sweat more sebum than women’s skin. The presence of facial hair provides


MENS’ ROOMS:


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