Brotox for the Brothers

New figures show that one in five anti-wrinkle treatments is for men? Pete Richardson has a quick look at why more and more men are turning to aesthetic treatments like anti-wrinkle injections and dermal fillers.

When UK high street store Superdrug announced they would be offering anti-wrinkle treatments there was a bit of a hoo-ha.

Now, a year later, they have revealed that almost 20% of their customers are men.

They have also revealed that the average age of the men seeking the treatment is 45-49, while their female clients have an average age of 50 – 54.

This is all part of the “Brotox” revolution, the growing trend of men turning to treatments that were once the preserve of women.

A survey by the American Society for Aesthetic Plastic Surgery recently found an 84% increase in men seeking Botox treatments, a pattern which is not difficult to believe if you think about it.

Men are not immune to aging.

We all get older and as we do our bodies and skin react accordingly – men or women.

I’m not sure whether the men of the 1950s were as body conscious as the male in 2019 with the pressures he now faces to show off that great Insta-body?

There was no 1950s equivalent of Love Island or Instagram was there?

The modern male is being pressurised to look younger more and more in our viral, virtual, visual, maybe vacuous world.

The job’s market is looking for youth and vigour.

The dating game is all about youth and vigour.

And men are prone to issues around self-esteem as much as ever before.

So should we be surprised that a high street store offering aesthetic treatments is seeing a growing number of men through the doors.

Not at all – and watch that trend grow as big business aesthetics realises that the growth here could be the next big accelerator.