Allie Anderson speaks to practitioners to explore how clinics can attract and retain this key demographic
The aesthetic clinic has historically always been the domain of female rather than male patients. Besides the fact that women are arguably more invested in their appearance, there has been a long-held stigma against men seeking plastic surgery and other non-surgical cosmetic treatments to look their best. These stereotypes are increasingly being challenged; yet statistics reveal that in the UK, the overwhelming majority of surgical cosmetic procedures (91%) are still performed on women.1 In the US, the
numbers are slightly higher, with men having 13% of the total number of cosmetic surgery procedures in 2016.2 Although it is recognised that there are many types of male patients with different needs and
requests, this article aims to explore what the ‘typical’ man wants and how to best engage with him.
Joining the clubAccording to New York-based plastic surgeon Mr Norman Rowe, the gender split belies a simple truth: men want cosmetic procedures, but are often reluctant to have them because society…
