Fat atrophy and skin laxity
Men also have less subcutaneous fat and it decreases with age, so volume loss is a very noticeable characteristic of ageing in men, making dermal fillers, especially the thicker and more robust products, an ideal treatment to offer this patient cohort. Neurotoxins to soften facial expression lines, reduce deep furrows, and treat hyperhidrosis are the perfect complement
to fillers.
‘One of the most popular filler treatments is in the periocular region for male patients who complain about looking tired and whose eyes have a sunken appearance due to fat loss,’ says Donofrio.
Fat reduction of the neck and jawline, and skin tightening methods can deliver big rewards for guys not looking to go under the knife. Non-surgical methods such as cryolipolysis for fat deposits, or radiofrequency and ultrasound energies to target skin firming, yield a more dramatic, tighter jawline. Their rationale is often that they work hard and work out, but no amount of crunches and squash games will help a saggy neck. The new crop of non-surgical, minimally-invasive techniques fit nicely into even the tightest work and travel schedules. Men who are starting to see some skin laxity can have something done and go back to work the very next day.
Surgery goals
When it comes to cosmetic surgery, male patients have very specific goals. Men desire a more masculine facial definition, square jawlines, and strong features.
‘Younger men in their 20s and 30s are interested in rhinoplasty, chin implants, and chin contouring,’ says Sam Rizk, MD, a New York City Facial Plastic Surgeon. ‘These patients are very Internet savvy and have done their research online, usually long before they come in for a consultation. They know exactly what they want.’
In their 40s and 50s, men are more interested in looking less tired so they are opting for eyelid procedures and rapid recovery neck lifts, Rizk says. ‘Face and necklifts and eyelid rejuvenation are usually reserved for the 60s and up among men. Men’s rejuvenation goals and aesthetic goals are different from women. They want to look well rested and feel confident.’
Another growing category for male enhancements is precision liposuction and body sculpting that delivers better definition in terms of six-pack abs. In general, men prefer a less aesthetic procedure in exchange for having less down time, a minimal recovery process, and less pain and tell-tale signs of intervention in the form of bruising, swelling and scars.
Attracting male clients
In the past, medispas and aesthetic clinics were often seen as a notch above hair salons that catered mainly to women with purely pampering services. But the past decade has witnessed a proliferation of unisex facilities that are comfortable, private and efficient so men can feel at home too. We are seeing more clinics specialising only in male clients, as well as more existing clinics launching dedicated centres for men.
Men have unique receptors with regard to services and male-friendly facilities. If you are ready to make a commitment to attract male clients to your clinic or medispa, the first step may be to tailor your space to meet their needs. Pay attention to neutralising and/or masculinising the dcor of your clinic. For instance, think about whether it is a place that ‘real’ men would feel comfortable going to. If your facility and reception area is pink, peach, or mauve, or there are dried flowers, pot pourri and scented candles in the rooms, most men are not going to walk in the door and think, ‘I’m in the right place’.
Although you don’t have to forego all of the tried and true marketing tactics that keep an aesthetic clinic buzzing with new clients, you would be well advised to tweak them a little. Marketing to men should have a distinctive tone.
For example, the way you reach men takes a different pathway. They are less inclined to read glossy magazines and watch morning television to learn about the latest laser or peel. Men are not talking about their fillers and toxins with each other, giving their friends tips on the best moisturisers, or sharing their clinical experiences. In short, they tend to keep all details of their personal journey through cosmetic enhancements private. If they are going to talk about it at all, it is usually with their partners, wives or girlfriends. Outside their partners, their primary source for information is online, which is why dedicating a well-optimised male-oriented microsite for your clinic is an effective strategy to attract new male patients.
