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Gender Treatment Considerations for the Aesthetic Industry

Updated: Aug 14, 2022

Spoiler Alert: Aesthetic treatment is no longer considered to be a feminine-driven industry – in fact, the rise of male aesthetics is such that we could probably write an entire piece on the male clients we have met with over the past few weeks!

Male clients tend to have a high interest in the kinds of treatments that are minimally invasive and which demand little in the way of recovery time, with men spending more time than ever before on their appearance and on looking younger and fitter. While much of this can be attributed to the professional industry and the belief that stronger looking males will dominate in the workplace, another reason why the increase in male aesthetic treatment has to do with the rise in gender neutral attitudes and particularly the trans-gender community.

Is aesthetic treatment different for men than for women?

The answer to this is absolutely yes, with aesthetic practitioners needing to understand the differences in anatomy, skin biology, rejuvenation, skin behaviour, and more if they wish to treat a male patient successfully. The variation in facial structure between men and women means that not only do treatments act and react differently, but different treatments are needed altogether to replicate and recreate a youthful face – with men having different skeletal structures in their face which change the way treatments should be administered.

Men also have thicker skin which leads to deeper expression lines compared with women, requiring more focus in terms of the effect of wrinkles and lines on the forehead and between the nose and the lips.

And then we come to the goals themselves and what men are looking to achieve – with the goals of men far more diverse than those of women who are typically looking for the kind of smooth perfection that is associated with the aesthetic industry. Men, meanwhile, are looking for more of an imperfect finish that looks younger but holds on to the rugged male look – or else they are looking to aesthetic treatment as part of a trans gender transformation which will require its own bespoke consultation and treatment plan.

The most popular aesthetic procedures for men

One of the biggest concerns for men is hair – too much of it on the body and not enough of it on the head. As such hair removal therapy is growing increasingly popular, as is laser hair treatment – though even this requires a different approach due to the thickness and heavy pigmentation of male hair.

Botox is another popular treatment among men, though the biological differences mean that the Botox injection needs to be adjusted for men in terms of where it is injected and how much Toxin is used.

In short, the aesthetic industry is no longer one reserved for women, with more clinics than ever before treating men with the same regularity as they treat women. Clinics should consider the way they market their treatments for both genders, and should also give thought to the space and the experience they create within the clinic itself to appeal to all clients and patients.

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