In recent years, the male grooming category has consistently increased with an average of 6% annual increase in global revenues since 2006 to reach close to $33 billion in 2011. The answer to the question is, ‘Yes, men do care about how they look.’
Most of these figures reflect sales of skin care products and shaving and men’s toiletries. The number of men having cosmetic procedures has increased as well. Men are having Botox treatments, dermal injectable treatments such as Juvederm and Restylane, along with facial surgical procedures. Rhinoplasty (nose job) and eyelid surgery along with neck lift or liposuction are the most popular procedures for men; however many more men today are going for the full face and neck lift as well as body contouring with liposuction.
L’Oreal created a skin care line called “Men Expert” that they launched in the United Kingdom. The campaign features Pierce Brosnan (James Bond) which boosted the sales of the skin care line.
It is interesting that in the global market, Asian men spent the most for skin care products and Brazalian men spent the most on deodorant. This was double the figures of sales in North America.
Hair transplants have become a booming business. While there are women that have transplants, the majority of patients are men. Hair transplants work best with caucasian skin types because not all grafts “take” leaving bumps and scars on the skin. Black men have an advantage over light-skin types because they can cover their scars and bumps with micropigmentation or dye made especially for their skin type. Be sure to do your research and go to a board certified, qualified surgeon for this procedure.
The American Society of Plastic Surgeons states that “…13.8 million cosmetic plastic surgery procedures (both surgical and minimally-invasive) were performed in the United States in 2011, up 5 percent since 2010. In addition, 5.5 million reconstructive plastic surgery procedures were performed last year, up 5 percent.” These figures reflect both men and women. They did not give a breakdown for men only. Doctors all around the United States say that more men are having plastic surgery procedures because the “Baby Boomers” want to look good and have to compete in the working world longer.
While some men might not care how they look, there are certainly a lot more that do. They care about how they look and how they smell! If you are considering a cosmetic procedure, consult with a board certified plastic surgeon or facial cosmetic surgeon.