ARTICLE BY: LUCY PEATY
Over recent years cosmetic procedures have become more and more popular amongst the general population. Whilst the majority of people choosing to change the way they look are women, men are now making up a bigger proportion of those undergoing non-surgical procedures.
In 2017, the British Association of Aesthetic Plastic Surgeons (BAAPS) estimated that men constituted only 8% of cosmetic procedures performed in the UK; yet the latest figures have suggested that in 2018 this figure has more than doubled to 19%.
The shift towards the increased number of men undergoing non-invasive procedures is thought to be an accumulate effect of several factors including the decreasing popularity of plastic surgery in addition to the increased social pressures placed upon men to look a certain way. Ultimately, the rise in the numbers of men undertaking cosmetic procedures whilst still notably below the number of women, is increasing at a significant rate.
Speculation as to why the number of men opting to alter their looks is a widely debated topic. One popular argument is that the increasing availability and effectiveness of modern procedures is beginning to shift those looking for an aesthetic fix towards the cosmetic approach; rather than the alternative of plastic surgery which is the generally more invasive and expensive in nature.
Rhinoplasty, more commonly referred to as a ‘nose job’, is a key example of the shift in the popularity from the surgical to the non-surgical approach. New methods and products have allowed qualified specialists to achieve the same results in a more economically efficient way. The same applies to some facial fillers which can be done under local anaesthetic rather than a general anaesthetic. When offered the choice, it is understandable that many men are opting for the none-invasive cosmetic procedure instead of plastic surgery.
Conversely, the availability of none-invasive procedures which produce significant changes could be argued to be a deterrent for some individuals, particularly when considering the rise of black-market, unregulated products that are currently circulating throughout the UK. Such products make it easier for the unqualified professionals to offer cosmetic services without training, thus leading to an increasing number of ‘botched’ procedures. Nonetheless, in today’s economic climate, the ability to save money is a necessity for both clients and providers alike.
Could the new ability for cosmetic procedures to be offered at a more commercially viable rate be the reason that the number of men undertaking cosmetic procedures is increasing?
Alternatively, another argument for the increasing popularity of cosmetic procedures among men is the idea that as a society we are now putting more pressure on men (and women) in general to meet a specific definition of beauty. For men, ‘societal beauty’ is often defined as a chiselled six-pack, a pearly white smile, and thick luscious hair.
Influences from social media and television programmes imply that meeting this superficial standard of beauty is to personify perfection and will make you simply irresistible; something that everyone should strive to achieve. Realistically, not everyone can achieve such looks, particularly by simply ‘pumping iron’ in the gym or sticking to a food plan of five identical pre-prepped portions of chicken and broccoli 7 days a week.
As such, those wishing to achieve society’s perception of perfection must turn to alternative methods, including cosmetic procedures. As often a quicker and less strenuous methods of aesthetic alteration, it is easy to see why those who feel obliged to look a certain way would turn to non-invasive treatments like rhinoplasty and fillers.
Overall, regardless of the reasons behind the increasing popularity of cosmetic procedures amongst men, it is evident that more men than ever before are changing the way that they look. From societal pressures to the ease at which cosmetic procedures can create dramatic enhancements, the increasing popularity of none invasive procedures amongst men is arguably a significant factor in the expansion of the £3.6 billion cosmetic industry.
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