It turns out that women are not the only ones queuing up for anti-ageing treatments; men are too. Brotox — as the word denotes men who regularly go in for injections to mask their fine lines and wrinkles — is gaining popularity. Men are more conscious about their looks and there is a huge growth in male aesthetic procedures today in cities like Delhi, Bangalore, Pune and Mumbai. An increasing number of men in the city are not only going for routine salon visits for their personal upkeep, but are also visiting dermatologists/cosmetologists and sometimes eager to spend much more than they can afford, just to get the perfect build.
According to the American Society of Plastic Surgeons, there is a 310 per cent increase in men seeking Botox as compared to 10 years ago. However, about 20 per cent of them still try to keep it a secret. Men in their late 30s, 40s and 50s are turning to Botox to retain their youthful look and also avoid age discrimination at work.
Prakash is a 35 year old lawyer getting ready to marry his long time sweetheart. Along with setting up a new home, arranging a honeymoon, compiling the guest list, his plans include a skin rejuvenation procedure, Botox, to get rid of his forehead wrinkles and laser treatment to get rid of excess facial hair permanently. Interestingly, Prakash is not an exception, rather he is among a growing breed of young men who do not mind investing in their beauty.
Call it the machinations of a patriarchal society, but the pressure of looking good has traditionally been on women. This is changing fast now. With women finding a greater hold on society and having a greater say in selecting partners, men today too have grown a new found love for enhancing their beauty and looks. They are also opening up to cosmetic correction techniques and this is no longer considered un-macho.
They do not mind applying fairness creams (as is evident by the sales), nor do they mind endorsing them (as is evident by the fact that top male actors are brand ambassadors of the same). Men mostly get worried about their forehead lines, wrinkles, fading glow with age - and Botox is a wonder drug that has caught the attention of Indian men big time in recent years.
“The last ten years have brought a visible difference in the approach of men vis a vis beauty and appearance. They were always concerned by their receding hairline, clothes or accessories; but today they are increasingly embracing aesthetic procedures like Botox to reduce signs of ageing and maintain a youthful appearance,” says a leading aesthetic physician who has seen 20-25 per cent increase in men opting for Botox in the past 5 years.
Men in their late 30s, 40s and 50s are turning to Botox to retain their youthful look and also avoid age discrimination at work. Among the prime motivators of the trend are fit as a fiddle celebrities and actors who inspire many with their perfect looks even in their 50s.
Image: Harper's Bazaar UK