A survey by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) found that 31% of men say they are “extremely likely” to consider a surgical or non-surgical cosmetic procedure. Additionally, 44% say they would have a procedure performed to feel better about themselves, while 31% would seek a “fix” to please a significant other.
What's Influencing Men?
AAFPRS president Fred Fedok, M.D., believes several contributing factors affected the men’s responses to the survey including:
- an ever-increasing wide availability and variety of procedures,
- the growing social acceptance of procedures, and
- as men are living longer, healthier, more active lives, the desire for men to look as good as they feel.
What are men seeking?
Efficiency. Professionalism. Good results. Limited downtime.
“We see a lot of men coming in, wanting to look less tired,” said Fedok, who is also an Alabama-based plastic surgeon. “Blepharoplasty, or an eyelid lift, in conjunction with a neuromodulator, such as Botox for crow’s feet, is a popular combination to reverse puffy, sagging and perpetually tired-looking eyes.”
Marketing to Men
So what can medical spas do to entice more men to their practice?
“Male-directed marketing,” Fedok said. “Males are generally more results-oriented than women. They are less tolerant of [downtime] than women. Results have to be noticeable.”
What are men seeking? Efficiency. Professionalism. Good results. Limited downtime. Additionally, Fedok noted that men are less concerned with a spa environment and are more interested in results.
“The spa needs to have marketing and engagement geared toward men,” he explained. “Efficiency, professionalism, good results and limited downtime—the procedures have to be geared for the working, active male.”