It was lad culture in the 90s, in came the metrosexual in the 00s, now we have ‘the modern man’. Typically seen as being confident to acknowledge he cares about how he looks, the modern man is willing to adapt to new things, technologies, styles, trends and skills, according to a recent Huffington Post article.1
Yet, despite this, building a male clientele is always going to require more work than a female one. Anecdotal evidence suggests that this is largely due to general uptake, perception of aesthetics as ‘beauty’, and acceptance amongst peers. Accurate information on non-surgical treatment audits is harder to find than surgical data. The British Association of Aesthetic Plastic Surgeons’ annual survey of cosmetic surgery indicated that nearly 27,000 procedures took place in 2019, but only 7.9% of these were on male patients.2 Could this data correlate into the non-surgical side of…
