Ever heard of “Brotox”? If you haven’t, you will. The explosive growth in Botox for men, aka “Brotox,” isn’t slowing down anytime soon.
Guys are increasingly getting Botox and fillers to look younger: Over 400,000 U.S. men received Botox injections in 2014, according to the American Society of Plastic Surgeons. The procedure has nearly
quadrupled in popularity since 2000, and competitiveness in an increasingly ageist workplace has been cited as a major reason for the uptick.
Thanks to a reduced stigma around talking about plastic surgery, more than 1.3 million cosmetic procedures were performed on men in 2017, most commonly nose reshaping, eyelid surgery and liposuction. Plastic surgeons
estimate that nearly 20 percent of their clients are now men.
These days, men commonly indulge in grooming services, such as manicures, pedicures and waxing. And cosmetic procedures that were once hush-hush have become more accepted after being featured on national television shows.
The term “Brotox” has put a masculine spin on the notion of erasing the signs of aging. Botox treatments are
primarily used to erase frown lines and forehead wrinkles by temporarily paralyzing the muscles in the face. Men most often get Botox treatments in their brows or around their eyes three to four times a year.
The “executive edge” concept explains that men often feel pressured to boast a youthful appearance in a highly competitive job market, when Boomers may be up for a promotion against up-and-coming Millennials. Plus, men today are no longer retiring at age 65—they’re looking to extend their careers and they want to look as energetic and enthusiastic as they feel.
In addition to workplace pressure, men also often get inspiration to try the subtle, minimally invasive procedure after seeing great Botox results on their spouse or significant other.
And not surprisingly, social media plays a big role in the Brotox trend as well. Everyone wants to look their best in their online profile pictures, which explains the increasing popularity of LitLifts, a series of injections that mimic an Instagram filter in real life.
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