Numbers don't lie. And the story they tell about cosmetic surgery and men is compelling. A new study shows that men's general approval of cosmetic surgery is now actually slightly higher than women's (57 percent vs. 56 percent), according to the American Society for Aesthetic Plastic Surgery (ASAPS). In 2007, the number of cosmetic procedures women underwent increased by a mere percentage point from 2006. In comparison, the increase for men was a robust 19 percent. With these statistics, and the fact that the American male grooming market is now worth $3.5 billion, the trend seems clear: Men have changed their attitude about the self-improvement options once reserved for women, and they are increasingly turning to the cosmetic surgeon to opt in.
FROM 'DEBULKING' TO SCULPTING It isn't merely the messaging regarding plastic surgery, but rather the procedures and their results that are luring the male patient, according to Dr. Millard. The procedure that he finds most responsible for his new patient demographic is high-definition liposculpture. Developed by Columbian plastic surgeon Alfredo Hoyos, M.D., high-definition liposculpture creates a sculpted, athletic appearance by improving the contours of subcutaneous fat and the definition of the underlying musculature."This is the procedure that draws men toward cosmetic surgery," says Dr. Millard. "A big part of it is that most people cannot become muscular and defined just by going to the gym. Now we have a procedure that allows them to achieve these results and still eat a steak. I've completed over 100 high-def liposculptures in the last year and the results have been phenomenal."