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    The man factor

    Dr. StevensJudging by the latest numbers released by the latest American Society of Plastic Surgeons (ASPS), demand among men for cosmetic surgery has gone down since 2000, but men’s desire for minimally invasive procedures has grown in the last 16 years.

    Men made up 13% of cosmetic surgery patients last year and 8% of the total in the category of “cosmetic minimally invasive procedures.” But while demand among men for surgery has decreased 45% from 2000 to 2016, their demand for minimally invasive procedures has gone up 74%, since 2000, according to ASPS’s 2016 Plastic Surgery Statistics Report.

    Leading the top five minimally invasive procedures among males, according to ASPS: botulinum toxin type A, up 4% from 2015 to 447,000 procedures performed in 2016. Demand among men for botulinum toxin procedures soared 376% from 2000 to 2016.

    In May 2017, the American Society for Dermatologic Surgery (ASDS) reported on its 2016 statistics, suggesting, in the last five years, men receiving wrinkle-relaxers has increased 9%, and men using soft-tissue fillers grew from 2% to 9%.

    Botulinum toxin and fillers are big aesthetic drivers for men. Still another is noninvasive body contouring with CoolSculpting (Zeltiq Aesthetics), according to Grant Stevens, M.D., founder and medical director of Marina Plastic Surgery, in Marina Del Ray, Calif. Dr. Stevens, clinical professor of surgery at USC Keck School of Medicine, launched Marina ManLand two years ago after his research revealed that men make up more of the gender pie than statistics suggest, and they have very specific needs and desires.

    In one study of a series of 528 cryolipolysis patients, 24% were men. But during the study and after the launch of a male-targeted advertising campaign, men made up 42% of those seeking CoolSculpting, according to Dr. Stevens.

    “The prime driver [for men] remains nonsurgical body contouring. The number one in that class remains CoolSculpting,” Dr. Stevens says.

    The numbers of men acting on their desires to have cosmetic procedures might be only scratching the surface. There are many more who want it, but haven’t yet had it. The American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) conducted a survey of 618 men and found nearly a third, 31%, said they are extremely likely to consider a surgical or nonsurgical cosmetic procedure.

    NEXT: What Men Want

    Lisette Hilton
    Lisette Hilton, president of Words Come Alive, has written about health care, the science and business of medicine, fitness and wellness ...

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