Brotox is not new. A small percentage of men have been getting Botox for years, but those numbers are starting to grow. Allergan reported that approximately 1 in 10 Botox cosmetic patients are men—and the drugmaker is actively marketing to men to increase those numbers.
Let’s face it: when I was growing up, I didn’t know any boy who was interested in putting on sunscreen let alone moisturizer. Now those boys are men--men who have lines and creases that make them appear angry or tired.
It won’t be a hard sell. The American Society for Aesthetic Plastic Surgery reported that the number of men getting cosmetic procedures has tripled over the last decade. A study published in the journal Cosmetic Dermatology found the number of American men getting Botox injections has soared 258 per cent over the past decade.
During baseball games and the Stanley Cup finals in April, Allergan launched an ad campaign to entice men to try the procedure. “Soften your lines, not your edge” is one of the messages of the campaign—and it’s a powerful one. As men in their 50s compete with millennials in the workplace, having a youthful appearance can give them an edge, especially in the tech sector.
Clinics in the U.S. and Canada are responding. One U.S. clinic offered a “June Brotox Special” with the message “Lose the lines, not the character.” In 2018, I have had more calls from men curious about the procedure—and some of them did end up in my chair. My male clients are thrilled with how Botox made them look more refreshed and relaxed.
If you’re considering “Brotox," I suggest you visit botoxcosmetic.com/men to see the before and after photos. I am thrilled that more men are taking better care of themselves by eating better and exercising regularly. I see “Brotox” treatments as another way that men can look healthier and more youthful.
I am always available to answer questions and to help you address aesthetic concerns. Contact me today to set up a free consultation.
