Treatments are not just for women," said Terrence Keaney, M.D., an associate dermatologist at the Washington Institute of Dermatologic Laser Surgery in Washington, D.C., who helped launch the practice's W for Men center."
Image-conscious millennial men are driving this market," he said. "So many people think men aren't interested in these procedures. They are interested, especially once they're exposed to them. There is a big receptive audience in this country to the idea that men - even younger men - can benefit from minimally and non-invasive procedures.
"Keaney, a member of the American Society for Dermatologic Surgery, said he sees the knowledge gap daily. More than 500 men came to the W for Men center in its first year. The average patient age was 39.3, compared to the late 40s and early 50s for women getting cosmetic treatments, Keaney said.
"Younger men have grown up taking selfies and seeing photos of themselves in social media," he said. "They don't see a taboo in treatments, and they understand the importance of maintaining their youthful look.
"Male patients aren't necessarily sure of what they want, and physicians will need to provide guidance and education, he said. "Woman might say, ‘I hate these lines; I need Botox or Dysport.' Men are much less specific, but it doesn't mean they're not interested. They need be educated about the options and treatments for the conditions they're concerned about."The message that men can enhance their looks via cosmetic treatments "just isn't reaching men," he said.
"Look at something as gender-neutral as taking care of your skin with sunscreen - 77 percent of the ads were found in women's magazines."The percentage of men seeking soft-tissue filler treatments rose to 10 percent of the total in 2013 from 8 percent in 2012, according to the ASDS Survey on Dermatologic Procedures. Neuromodulator treatments stayed steady both years with dermatologic surgeons reporting 11 percent of their patients were men. "At least some men are tuning in," Keaney said.He sees interest in cosmetic treatments as a natural outgrowth of the booming men's grooming and fashion markets. Facial skin care product users are likely to be so-called "millennial men" between the ages of 18 and 34, he said. In the luxury clothing market, men now represent 40percent
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