With new expectations about longevity and younger competition in the workplace, millions of men are "rejuvenating" themselves.

by Mina J. Grasso, NP

Reality television shows featuring all types of makeovers have ignited a growing public demand for aesthetic services. This tidal wave of interest in surgical and nonsurgical procedures is surging at the behest of men as well as women.

It seems that men are suddenly appreciating the subtleties of looking good. With new expectations about longevity and younger competition in the workplace, millions of men are "rejuvenating" themselves. And nurse practitioners who offer aesthetic services would be wise to pay attention to this consumer base.

Men used to be reluctant to step into medical spas due to their long association with all things frilly and feminine. But as products and services became more widely available to men, they learned to enjoy the pampering – as well as the positive feedback they received as a result.

Grooming is no longer just a visit to the barber for a simple haircut. Rather, more men are now frequenting stylish beauty salons. Taking a cruise? You might see a men-only salon and spa located on the main promenade of the ship. One such upscale salon is decorated in dark wood and rustic granite. The message to clients is clear: "You deserve this."

Services for All Ages

Trends such as these now empower men of all ages and professional backgrounds to seek aesthetic services. The potential clients range from adolescent boys to businessmen to men returning to the dating scene after divorce.

In addition, men nearing traditional retirement age now ask openly about procedures to help them look better. I know an 80-year-old physician who follows antiaging principles, including where his appearance is concerned. He continues to run a mile a day, ski, fly a plane and work with younger physicians. He wants to look more like he feels, and aesthetic procedures and products help him do so.

Botox

Thanks to advances in all types of technology, numerous aesthetic modalities are available. We have innovative laser therapies, dermal fillers, lotions, potions and, of course, the most miraculous wrinkle cure, Botox.

Among men, Botox is popular from the mid 20s on up. Men most commonly seek treatment between the eyebrows and around the eyes. In many cases, their goal is a more refreshed, less tired look. Achieving this improves self-esteem and confidence — qualities that are conducive to higher productivity.

Acne Scars

The desire to look better may start in adolescence, with acne and its aftermath. Treatments for acne range from take-home creams to in-office procedures such as microdermabrasion, chemical peels and laser resurfacing. Teens want improvement in the acne, but it's not cool to look like they care about it. Redness, dryness and peeling attract too much attention, and teens may discontinue treatment to avoid these visible side effects.

Until recently, the options for acne scars, a prevalent concern, were quite limited. Previous treatment choices included dermabrasion or laser resurfacing, but these were generally limited to lighter skin types and required lengthy healing times. They also carried a higher risk of complications.

Fractional laser resurfacing with a system such as Fraxel now provides a safe and effective option for treating acne scars — as well as surgical and traumatic scars. In addition, men now seek laser resurfacing to correct pigmentation and sun damage and resurface wrinkles. Laser resurfacing requires little downtime, and the results are comparable to those acquired with procedures that are more invasive and have a higher risk of complications.

Skin Integrity and Color

Among men, a red and ruddy complexion can often be mistakenly associated with alcoholism. Redness and flushing, along with prominent red facial veins, can result from rosacea, sun damage and other causes. These conditions are easily remedied with photorejuvenation and vascular lasers.

As we age, we lose volume in our faces. This is true in men and women. In addition to thinning skin, we experience reduced hydration and muscle tone in our faces. Our bone and teeth change, further reducing facial support. Externally, this results in folds, creases and sagging.

The antidotes to these events? Tightening the skin, replacing lost volume or a combination of the two. The most common surgical procedures requested by men are "lifts" of the lower portion of the face and the eyelids. For those who prefer a nonsurgical approach, skin tightening of the face, neck and eyelids is a popular and effective alternative. Thermage is one such procedure, and it uses a patented monopolar capacitive radiofrequency (CRF) technology called ThermaCool.

Refilling volume to restore facial support and improve the appearance of wrinkles and lines is becoming more popular using Restylane, Juvederm and Radiesse. Other products, such as Sculptra, stimulate natural collagen growth to replace lost volume. Sculptra and natural-based fillers are a nonsurgical alternative for creating a more youthful look without signs of "having work done."

Hair Concerns

Hair (too little and too much) is a common concern for men. Treatments range from topical application of medication to laser hair restoration that stimulates growth. Hair transplant methods have also improved. The flip side of this trend is men's high desire for laser hair removal, particularly on the back, shoulders, ears, noses and more discreet areas.

Fat Reduction

Men who want to get rid of so-called love handles seek out liposuction or a nonsurgical approach such as mesotherapy or injection lipolysis. The latter tends to work more gradually, requiring a series of sessions and often causing minor swelling. New fat-dissolving lasers are thus far unproven or awaiting FDA approval, but the future for such interventions appears bright.

Moles and More

Requested aesthetic procedures can be faddish at times. For example, mole removal became popular after the Austin Powers comedy "Goldmember" hit theaters. In the movie, a mole caused much unwanted attention.

And laser tattoo removal is sought by people who feel their tattoos are no longer appropriate or who want to change their image. Others seek removal to comply with rules in the workplace.

Rising Demand

As the field of aesthetics continues to evolve, the use of medical spas by men will continue to rise. Whether they are encouraged by spouses or partners or seek out services themselves, their comfort level will continue to increase along with their spending.

Mina Grasso is an adult nurse practitioner who is the owner of Allure Image Enhancement, Inc., in Upland, Calif.

Top Cosmetic Procedures for Men

Statistics from the American Society for Aesthetic Plastic Surgery (ASAPS) show that 8% of the 11.5 million cosmetic procedures performed in 2006 were on men. The most popular procedure among both sexes was Botox injection.

In order from highest to lowest, here are details about cosmetic procedures on men in 2006: