A product and branding expert has attributed the dramatic rise in the number of men booking in for cosmetic surgery procedures to a desire to earn a higher wage.
Cosmetic surgery procedures may have mainly been used by women in the past, but that has all changed, with the number of men booking in for treatments skyrocketing. This trend is due to a belief that the better one looks, the more successful they will be and therefore the higher salary they will be able to obtain.
Executive director of the Centre for Brand and Product Management at the University of Wisconsin School of Business, Deborah Mitchell, told the Daily Mail, “The better you look, the more you’re going to earn. Men are increasingly thinking, ‘Wow, I need to look good or look young’.”
The American Society of Plastic Surgeons recently released new research which revealed that the number of cosmetic treatments booked by men has shot up by almost half – 45 per cent – since 2000. Some of the most popular procedures include laser hair removal and chemical peels, the organisation found.
One 32-year-old man, Philadelphia-based Brian McCarthy, told the newspaper that looking good was more important than ever for men nowadays. “Back in the day, guys cared more about working hard and providing than having a hairy chest or a beer belly. Guys worry more about their appearance now than they used to,” he said.
Alongside an increasing interest in both surgical and non-surgical cosmetic procedures, men are also turning to other methods to improve their appearance. Weight Watchers and Spanx now features in many men's daily lives. One man told the newspaper, “Losing weight clicked for me when I realised that Weight Watchers online was for guys too. It's not all rainbows and lollipops.”
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