Home' Clinical Aesthetics : CA issue - 2 Contents BOOM MARKETS
members and physicians, men may feel
more comfortable talking about cosmetic
concerns with another man. Reassurance
from another man can help reluctant male
patients, in particular.
Mass-media marketing of aesthetic
treatments tends to target women. As a
result, men are less cosmetically sav v y.
They lack basic understanding of available
Male patients are often unaware that
there are procedures that can address their
Because men are less informed about the
range of available procedures, they need
to be more thoroughly educated about the
various options with a full discussion of
their individual risks and benefits.
They also do not like surprises, so it is
important to clearly define the side effects
and downtime with any procedure.
Men represent an untapped patient
population that could serve as an area for
growth in aesthetic practices.
As the number of male patients seeking
treatment of their aging face increases,
physicians need to make men a priority of
Available treatments, marketing,
clinic design, and staff should reflect a
commitment to the male cosmetic patient.
Good aesthetic outcomes, whether for
men or women, boil down to the treating
physician’s detailed knowledge of anatomy,
the ageing process and experience in facial
types of various ethnicities, according to Dr
In terms of surgical procedures, Sydney
plastic surgeon Dr Darryl Hodgkinson
(COSMETICSURGERYOZ.COM.AU) says that
men have more angular faces than women
and generally have lower, straighter brows,
so anything that raises and arches the brow,
makes the nose appear too small or creates
too full or round a cheek should be avoided.
“Men do not want to have a `cute’ nose
or one that looks `operated on’,” he says.
“It is critical not to over-resect or remove
too much tissue.
“Facial implants that alter the contour of
the face and are popular with men who wish
to have a stronger jaw or more angular face.
“ We commonly associate handsome
men with having a strong lower third
of face and a well defined jaw.
“Lack of this definition weakens the
strength and character of the face.”
Dr Hodgkinson says his male patient base
has grown substantially, from 20 to 30 percent
of total procedures in the last decade.
“Men who present at the clinic come
from all areas, professions, age groups
and social strata with a view to enhancing
their self image and improving their
quality of life and perhaps social and
professional st atus.
“Security in personal relationships and
confidence-building are the most common
reasons they give in coming to see me.
“The most popular male procedures
are rhinoplasty, liposuction, facial
rejuvenation surgery (facelifts and eyelid
surgery), gynaecomastia and body contour
procedures and implants.
One of the biggest risks when
performing cosmetic injectables on men is
“ feminising” their features.
“Placement of fillers is very crucial
so as to preserve the strength of a male
face and not to soften the structure,” says
Sydney cosmetic physician Dr Joseph Hkiek
“Contouring of the male face is subtle,
preserving the square look (think of square
and flat lines and not of round and cur ves)
at ever y step of the work. Example: Flat
brow vs arched brow.”
Brisbane cosmetic physician Dr Ingrid
says the cornerstones of the masculine
appearance are square, strong jaws,
subzygomatic (under cheek) hollowing,
Neanderthal eyebrows (brow ridge
prominence), prominent protruding strong
chin, and horizontal eyebrows.
“Classically we would strengthen a man’s
jawline and create stronger eyebrows,” she says.
“Chasing lines on a man is not so
important but sexual and gender sterotypes
are less rigid now.
“Interestingly we are seeing more
requests for ‘feminisation’ of the male or
for seeking an androgynous or ‘ubersex’
appearance, along the lines of Justin Bieber,
particularly amongst Asians.
“Facial slimming and chin lengthening
can provide a more ‘boyish’ or feminine
and less masculine appearance and is the
The demand for male cosmetic surgery and non-surgical procedures
such as injectables has grown substantially in the last few years
34 | CLINICAL AESTHETICS
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