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Understanding Men in the Aesthetic Market

The aesthetic medicine industry is a competitive and growing industry. People want to look as good as they feel, and the patients are more like consumers as they are willing to pay for aesthetic procedures.

The new age aesthetic patients come prepared: they are educated about treatment options, the costs and the outcomes involved. 

Subsequently, physicians have to keep up with these savvy patients and create competitive prices, expert opinions and the convenience of treatments.

It’s not just females who are seeking to look good, though. The male aesthetic market is now taking off, with more and more men looking for treatments to help them look fresh and young. Men are increasingly image-conscious, and it is becoming more acceptable for men to care about their looks.

It is important that aesthetic specialists keep up with this trend and modify their practice to accommodate this market, including understanding the male mentality around treatments, the physiology and biology of the male skin, and their consumer behaviours.

The Male Consumer

Men have a particular interest in minimally invasive cosmetic procedures with little downtime. 

They are also more confident and inclined to purchase skincare and grooming products that are tailored directly to their skin, and the retailers are listening, subsequently developing and marketing more brands and products suited to men.

Men are largely driven by a need to be competitive and youthful in the workforce, and it is now more socially acceptable to have certain cosmetic procedures, such as hair removal and microdermabrasion. 

However, more invasive treatments are also gaining popularity and momentum.

Understanding Male Biology

Men’s skin is far different than women’s. Men have more testosterone, which makes their skin thicker and oilier. 

Also, men shave their faces, which can wreak havoc on their facial skin and put them at increased risk for ingrown hairs, razor burn and allergies.

Men are also less likely to use sunscreen, wear an appropriate moisturizer, or even wash their faces thoroughly at the end of the day.

Why are men seeking Botox®?

There are many reasons for the increase in demand of men seeking this treatment, including:
  • Social media. The trend of posting your pictures online is increasing and men are also joining in. They want to look youthful and vibrant when they are in the virtual spotlight.
  • AccessibilityBotox® treatments are quick and can be completed in a few minutes. No need to take time off work when they can easily squeeze the appointment into their lunch break to get it done.  The ten-minute procedure has results that can be seen almost immediately. However, touch-ups may be required after the initial treatment to make the results last longer.
  • Low risk. The procedure is a safe and easy way to improve the appearance and regain confidence without going under the knife.

Treatments Available with Botox®


Most people immediately think of a middle-aged person when they hear the word Botox®, but it is actually an effective tool for combating early signs of aging as well. 

Botox® and similar neurotoxins under the trade names, Dysport® and Xeomin® are perfectly safe injectables used for cosmetic purposes.

They simply target the lines and wrinkles to make the face look more relaxed and youthful, so crow’s feet (the smile lines around the eyes), forehead wrinkles and vertical wrinkles formed between furrowed eyebrows.

Excessive Sweating

Botox® is used to treat many other medical conditions as well and one of them is excessive sweating or hyperhidrosis. 

It can be used to reduce sweating of the underarms, palms, and feet.

Men sweat a lot than women, and more often than not their confidence levels are affected. Botox® can provide relief; allowing men to perform simple tasks such as shaking hands or wearing light-colored shirts.

Because the toxin relaxes the muscles to reduce the appearance of wrinkles it also temporarily disables the sweat glands as well.

This means that if you are happy with the results, touch-up injections will be needed only every few months to maintain a sweat-free body.

There is a side-effect of the sweat being redirected elsewhere but it is not a very big problem and is usually easily manageable.

They simply target the lines and wrinkles to make the face look more relaxed and youthful, so crow’s feet (the smile lines around the eyes), forehead wrinkles and vertical wrinkles formed between furrowed eyebrows.

Chronic Migraines

Using Botox® as a pain relief treatment is not a novel technique and it is the first way the technique was used.

It can be applied to treat patients suffering from chronic migraines e.g. someone who gets 15 or more migraines a month with each one lasting for four hours on average.

Botox® was first introduced to treat a painful eye muscle condition called Strabismus and its efficacy at reducing crow’s feet was noticed later as a positive outcome. 

The FDA approved the use of Botox® for treating migraines in 2010 given its high efficacy rate.

The injections are inserted strategically around the forehead to reduce migraine symptoms in patients of all ages.

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Tightened Muscles

Botox® can be used to treat spastic muscles resulting from sclerosis, brain trauma and injuries to the spinal cord. It can also help patients living with cerebral palsy improve their quality of life.

According to the American Association of Neurological Surgeons (AANS) there are almost 12 million people suffering from spastic muscles in America and they can be treated using a simple injection of Botox®. 

There are many benefits of the toxin beyond the cosmetic reasons.

The term ‘Brotox’ was coined to make men accept the treatment and feel better about getting it done.

How to Encourage Men to Get Botox®

Aging and its effects happen to both women and men. So men should not shy away from trying to look the best they can for their significant other or to boost their confidence.

Although many men care about the way they look and want to improve their appearance to get a smoother and younger looking face, they are hesitant when it comes to booking an appointment.

This is because they do not know many people in their social circle who have had the procedure performed and most do not want anyone to find out that they had the non-invasive procedure.

Unique Needs

While the procedure is basically the same for both men and women there are some details that vary quite a lot for the male gender. 

When we are talking about injectables, men have unique needs. They require a bigger dose of Botox® to achieve the same effect because their muscles are larger. 

Their different needs require a separate program designed for them and dedicated healthcare professionals to address their concerns.


Non-invasive procedures have been stigmatized by society as well and men do not want there to be proof of them having an aesthetic treatment done.

One of the main concerns men have when getting this kind of treatment is that of their social image. 

Men prefer to be discreet about their personal grooming and they want to be treated by someone who understands that.

A healthcare professional who can answer their questions about Botox® must be present because they need to hear reassuring words from someone they can trust.

Men will tend to need more information and facts on the procedure, therefore, the trained healthcare professional must be able to communicate openly with them.

This is a concern for most patients, but they can be convinced by being educated with all the information on the procedure. Most men like to follow everything by the book and they want to see the proof of certifications as well.

All the Botox® administrators in the aesthetics practice should attend Botox® training in neuro-modulators to understand the standards and procedures of the treatment and help answer any questions the patients might have.

Practical Approach

Since the male physique and psyche are different than those of females, it is important that they are treated in a different manner. 

The approach taken should be practical as it is easier to convince them by using proven facts and figures. 

Catering to the needs of men can help an aesthetic clinic tap into another niche market and increase their profit margins. 

There is no additional equipment or rooms required. However, a different patient approach can be learned to include male clients.

Treatments that Motivate the Male Client

It’s not just waxing that men are looking for anymore. 

As mentioned above, men are increasingly more conscious about their looks, and it has become socially acceptable for them to have aesthetic treatments. 

Some popular treatments that men are seeking include:

  • “Manscaping” which includes waxing, shaving and grooming all areas of the body
  • Facials, including blackhead extraction, razor burn treatment, hydrating treatments, scrubs and anti-aging treatments
  • Microdermabrasion, which can refresh the skin’s appearance by dulling fine lines, reducing sun damage, making those enlarged pores look smaller, and just giving an overall smooth texture to the skin
  • Botox® is one of the most popular non-invasive treatments in the aesthetic market today, and it is gaining popularity for men too. Botox works by relaxing the underlying muscles that cause the skin to crease and develop lines or wrinkles.
  • Chemical peels involve applying a solution, usually of hydroxyl acids, to the surface of the skin which carefully removes the dead skin on its outer layers.
  • Dermal fillers plump lines and wrinkles and replace lost volume in the skin, usually with a hyaluronic acid solution. They can also fill out hollows in the cheeks or under the eyes and assist in facial chin implants.
  • Laser lipolysis is a non-invasive sculpting procedure that removes pockets of fat in areas such as the love handles and double chins. Since these areas are traditionally plagued by the most stubborn kinds of fat, lipolysis is very effective and can target fat that diets can’t.


It’s quite fascinating to understand and study what is motivating men to seek out aesthetic treatments. 

One theory is that the male’s genetic survival dependent on his ability to provide resources for his mate and family, and the observations that he possesses the physical adaptations to provide these resources. 

Translated: from an evolutionary standpoint, he wants to look healthy, strong and attractive so to show his mate and offspring that he can provide for them.

This is nothing new, as genetics has always played a role in selection; however, it is a bonus that male aesthetic treatments are now readily available and socially accepted. 

Practices looking to target these patients need to know how essential it is to understand these driving factors behind the male client and to adjust their practices accordingly.

Targeting Men through Marketing

In order to target the male customer, you need to appeal to his consumer side. 

He won’t be likely to visit a medical spa that is overly feminine (although there are anomalies). 

So, try to decorate and cater your business décor to a more neutral or male-inspired taste.

Avoid gender-specific colors and palettes. Adorn the waiting room with gender-specific reading materials and perhaps have a television that is playing programs targeted at both the female and male patients. 

Be sure to offer a retail skincare section that highlights your male skincare line (if you carry one). Make the environment as masculine, yet relaxing, as possible.

Use Google and Bing to bring in patients. People use search engines to look up everything, whether it is a product they want or a service they require. 

A clinic’s potential patients are also Google and Bing Users and to get the attention of these users you need SEO marketing. 

SEO helps generate traffic and offers a high rate of conversion because the people who open your website by looking up SEO keywords are those who actually need your services. 

A practice can significantly benefit from using keywords targeted at the local audience and attract more patients to their clinic.

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