More Men Saying ‘No’ to Man Boobs Drive Male Cosmetic Surgery

Not too long ago, if you asked a passionate man if he would consider cosmetic surgery, the answer would have been a resounding, resounding and slightly offended no! But things are changing fast, and male cosmetic surgery is no longer something to scoff at or marvel at. It’s de rigueur these days and the popularity of male cosmetic procedures is growing rapidly. Witness Gordon Ramsey’s chin. He is as masculine as possible. So what’s the story behind the meteoric rise of cosmetic surgery for men?

Last year, according to BAAPS (the British Association of Aesthetic Plastic Surgeons), just under 1,000 men had nose jobs, an increase of more than 13% on 2010. 741 men underwent breast reduction operations on their man boobs, amusingly also known as moob jobs, up 33% over 2010 figures. Brow and neck lifts have seen double-digit increases year-over-year so far and male eyelid surgery is coming in big , for the first time. In total, BAAPS reports a 7% increase in cosmetic surgeries for men compared to a 5% increase in surgeries for women.

Men’s grooming products first hit drugstore shelves in the early ’70s and classics like Brut, Old Spice, and Denim. Even so, it took a while for them to storm the previously rather smelly world of men. Back then, you’d be lucky if your man wore deodorant, never mind changing the shape of his nose or getting rid of his man boobs.

Then, interestingly enough, men’s grooming stagnated for a couple of decades, only offering men products related to hygiene or shaving, while the women’s skin and body care industry continued to flourish. It wasn’t until the late ’90s that men’s moisturizers, cleansers, and toners began to go mainstream, as more men slowly and timidly ventured into skincare and mastered the finer points of keeping their skin looking good. At this point, the rise of cosmetic surgery was already affecting women, with huge breasts the order of the day for several years thanks to celebrities like Jordan.

Fast forward to 2008 and you’ll see the number of male cosmetic procedures steadily increasing. No longer something very few men would consider, it had suddenly become a viable option for men of all ages. And they haven’t looked back since.

What about the future? Obviously, the jury is out on the late 2011 statistics—it’s only October—but it looks like the stellar upward trend for male cosmetic surgery will continue. It’s safe to say that today’s men take more care of themselves, enjoy looking younger for longer, and are far less willing to put up with man boobs, crooked noses, and droopy eyelids and a tired look. So if your man starts making noise about doing his parts, support him all the time!

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