Dudes – they’re into beer, babes, bikes and…errrr…brotox. That’s right, ladies, organise a spa outing for you and your gal pals and you might just bump into your man and his mates – turns out the modern metrosexual male is quitting the pub and hitting the spa…for a little beauty bonanza of his own.
First there was bromance (friendly affection between two straight males), then brony (that’s a male fan of the animated TV show, My Little Pony). Now brotox – a portmanteau between bro and botox – is making waves in the health and wellness world. According to a recent report published in the journal Cosmetic Dermatology – lead authored by cosmetic dermatologist Dr Whitney Bowe – the number of men having botox has increased a whopping 258% in the last decade. Brotox, though, doesn’t just refer to the growing male propensity to indulge in a little botox, but is an overall catchphrase which refers to the newfound male fascination with any sort of cosmetic procedure or spa treatment.
Men aren’t just seeking out botox injections to spruce themselves up, they’re also spending more time on:
- Daily preening activities – like moisturising their skin and blow-drying, gelling and even ironing their hair
- Weekly or monthly spa beauty treatments – like manicures, pedicures and facials
- Body hair removal via shaving, waxing or electrolysis
- Dermatological procedures – like microdermabrasion, chemical peels and collagen fillers
- Cosmetic surgery – from simple nip ‘n tucks to good ol’ chest, buttock and bicep implants.
Seems women aren’t the only ones with self-esteem and body issues. Increasingly, men are falling prey to these deep-seated doubts, as well. And, like most things, we can point fingers at the bad economy. Says Dr Bowe, youth and beauty are more highly valued in today’s shrunken economy. Looking younger and perkier can not only help secure a job in a highly competitive job market but help command a higher salary, as well.
If you’re a guy who’s keen on getting some work done, here’s what you should know, lest you end up resembling that dude from the Aerosmith song:
- For botox and collagen fillers, it’s crucial that you consult a cosmetic surgeon or dermatologist who’s practised at doing these procedures on men since there are key differences anatomically between men and women (such as muscle mass and hair distribution
- Be aware that incorrect or overtreatment, like too much filler in the cheeks, can ‘feminise’ the face – whilst women do botox to look softer (to regain that lost girlishness of youth), men should be aiming to look more chiselled (think the strong, masculine jawlines of movie action heroes)
- Have realistic expectations – the aim is to look refreshed, not decades younger (that’s just weird)
- Be aware that these treatments, as your woman has insisted for years, are expensive – don’t be tempted to use a backstreet practitioner just to save some cash. You will regret it
If you think brotox sounds a bit extreme, what about spending some quality time at a man spa? Niche spas focusing on providing male grooming treatments are a burgeoning trend. Man spas provide a range of male grooming treatments and are a cross between a classic barber shop and a contemporary health spa. To appeal to men, spa treatments should be tailored to their specific needs and be man-themed, like the MANicure (as offered by Hammer and Nails, Los Angeles), the Gentleman’s Clarifying Facial (Travasaa Spa, Austin, Texas) and the Men’s Tune Up (the Ritz-Carlton, Palm Beach, Florida).