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Men are having 'Brotox' in an attempt to boost their careers and confidence

The gender scales are tipping, but what’s behind the shift?

08 Jul 2019

Ask the men in your life about their skincare regime and you might be surprised by their response. Men are becoming increasingly interested in skincare, and according to research by Kantar, men make up 31% of total toiletries sales and male skincare is seeing exceptionally strong growth, with sales up 16.5%.

And alongside the at-home, topical treatments and skincare regime becoming more widely adopted (33% of UK men say they use face creams and lotions on their skin, according to same study), so has the rise in male non-invasive aesthetic treatments, namely "Brotox".

Brotox is fast becoming the go-to term used to describe male Botox injections, with clinics and medical spas often listing it as a totally separate treatment, partly to address men's unique facial anatomy and desired outcomes, but also - one presumes - to distance itself from other treatments that have been perceived to be "female" and therefore retain masculinity. The New York Dermatology Clinic at the Harrods Wellness Clinic is one such destination to offer its exclusive male clients Brotox, describing it as "a specialised technique for relaxing fine lines and wrinkles in men’s faces while retaining some ruggedness and animation".

While Botox is classed as a prescribed medication in the UK and therefore not allowed to be advertised, the USA has different laws. One American advert for Botox plays on the idea that a man should look rugged but not tired, one advert states, "soften your lines, not your edge" next to a discerning looking, chiselled man in a swish suit. Another TV commercial shows stereotypically successful men (suited and booted, professional, fathers, slim and smiling), with the tag line, "the details make a difference. The man makes them matter."

This nod to the successful, younger-looking man is certainly hitting a nerve with some. Adam, 35, works in a tech start up, and over the past few years has battled with feelings of insecurity due to his age. "I'm older than most people in my office - and I looked it, too. I was paranoid that people would think I was past it or not on the ball." As a result, he sought the help of Brotox, and now goes back for a top up every eight months. "I just have a little on my forehead and frown lines. It makes me look less haggard and feel better about myself. My confidence in the office, as well as meeting external clients, has increased so much."

Adam isn't alone - according to the American Society of Plastic Surgeons, approximately 450,000 men had Botox injections or other anti-wrinkle injections last year, and the numbers are only going up. Over the past two decades, the number of men receiving Botox injections has risen by 325%.

"Over the last year, the number of male clients at my clinic has definitely has increased," says Dr Esho, world-renowned aesthetic doctor, who now estimates up to 25% of his patients are male. "Many don’t want to eradicate lines but soften the effect lines and ageing has had on the face. This way they still maintain a fresh but masculine look."

According to Dr Esho, both men and women want to slow the visible signs of ageing, but men tend to focus on different areas. "Men focus on the forehead wrinkles whilst for females it tends to be the crows area and around the eye. But men now currently seem to favour a hyper masculine look and use of Botox in the lower face - strong jawline and chiseled features, not just for themselves but also to appear more attractive to the opposite sex."

Thinking about having Botox? Here are the expert-approved guide to everything you need to know.