BOTOX® Use Surges Among Millennial Men

Young man with close shaven beard wearing a grey suit

You may have already heard the phrase “Brotox,” which some clever person coined to describe the current trend of men getting BOTOX® injections. At my Atlanta practice, we’ve seen that trend, too. What’s especially interesting about this increase in men getting BOTOX and other cosmetic treatments is that many are part of the millennial generation.

In fact, a recent survey of 618 men conducted by the American Academy of Facial Plastic & Reconstructive Surgery showed that 31% of the respondents said they were “extremely likely” to consider getting a cosmetic treatment. Of those, 92% were millennials — between the ages of 25 and 35.

The stigma surrounding aesthetic treatments in general has been fading for quite some time, although it’s still fairly rare for men to go to a plastic surgeon. But when it comes to nonsurgical procedures — especially injectables such as BOTOX — it’s much more acceptable for men to get these treatments.

There are some specific reasons why men — especially those in their 30s and 40s — consider getting BOTOX. They include:

BOTOX injections can actually slow the onset of crow’s feet, forehead wrinkles, and other signs of aging while still allowing men to retain the masculine contours of their faces. Men typically aren’t looking for smooth skin, so it requires a skilled injector to create results that appear natural, but more youthful. Male patients usually want to retain some of the lines that create “character,” compared to the outcomes desired by women.

The prevalence of social media in all aspects of our lives is another reason that more men are looking to fine-tune their appearances with cosmetic treatments. Facebook and Instagram are essential components of many businesses’ marketing plans, and that means it’s important to project a youthful, energetic appearance. Besides the professional uses of social media, online dating is now commonplace. Men want to put their best face forward, of course, when first impressions are so important.

Finally, the fact that BOTOX and many other nonsurgical procedures can be completed during a lunch hour, and require virtually no downtime, makes these treatments especially attractive to men. One of the barriers men often cite when thinking about cosmetic surgery is the time needed to recover. That, coupled with having to explain the need for time off, was often a deal-breaker for potential male patients. While nonsurgical treatments don’t produce the same long-lasting results as surgery, they are excellent for younger men who aren’t really ready for plastic surgery.

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