Ever since the term “Bro-tox” was introduced on morning talk shows and in Internet fluff articles, it's become clear that a new media trend is underway. Traditionally, women have been the target demographic for marketing aesthetic products and procedures. Research shows that women as a group are early adopters of all things related to beautification. However, economic and social pressures as well as shifts in societal norms are leading to a definite increase in the numbers of men seeking cosmetic procedures.

While the prospect of greater interest in aesthetics from a demographic that historically hasn't played a major role in the cosmetic market is encouraging, it is important to place these developments in perspective. In this month's Board Forum (page 42), editorial board members provide a variety of insights regarding their male patients. Although some have noted no discernable rise in male interest in aesthetics in their practices, one clear theme emerges from the responses: as cosmetic procedures become more nuanced, so, too, do our patients. In particular, across specialties, our physicians comment that males communicate differently than our female patients.

This edition of Modern Aesthetics® explores the many facets of male aesthetics. We examine the biologic, evolutionary, and cultural complexities of the male patient. We also explore procedures, products, and even skincare targeted specifically to men.

The simple reality is that every patient who comes to us for advice, male and female, wants to look and feel good. As cosmetic physicians and surgeons we must take into account gender when we evaluate and treat patients: men and women as groups differ not only in means of communication, but also cosmetic standards, pain tolerance, expectations, and compliance. Noninvasive and surgical techniques must take into account which face and body characteristics define female versus male beauty.

The growth in the male market may not be happening as fast as media hype would have us believe, but it is important that we play our part in helping all of our patients achieve the results that our refined expertise and the growing aesthetic market can deliver.

Co-Chief Editors

Steven Dayan, MD, FACS, and
Heidi Waldorf, MD, FAAD