BUENOS AIRES – Looking good isn’t exclusively a woman’s thing. Today, more and more men want to get rid of their wrinkles, fine lines and dark circles under the eyes.

There is large number of executives and entrepreneurs in Argentina who are keen to have that fresh, young and, er, natural look. We are constantly reminded that image is important in personal and professional relationships – sending more and more of today’s men on the prowl for treatments that will help them look and feel better.

In the United States, a survey conducted by the American Society for Aesthetic Plastic Surgery (ASAPS) found that during 2012, approximately 1 million surgical and non-surgical cosmetic procedures were performed on men, representing 10% of the total of surgeries – an increase of 106% from 1997.

According to the survey, Botulinum Toxin Type A (Botox) and Hyaluronic Acid as the first choice for non-surgical procedures for men. The top five surgical procedures for men were: liposuction, nose jobs, eyelid surgery, breast reduction and ear surgery.

Here in Argentina, according to Dr. Sergio Korzin, director of the Lasermed Clinicas de Estetica Medica aesthetic clinic, statistics show that men are heavy users of these treatments – representing 25% of aesthetic consultations. In the next five years this number is expected to rise to 40%.

“More than the outdated paradigms of masculinity, men now mostly want to keep their face looking lively and are increasingly looking for treatments that will improve their facial expressions,” says Korzin.

Younger and younger

The latest advances in cosmetic procedures provide different options that cater to the needs and tastes of each person. Among the most frequent options are: dermabrasion, laser rejuvenation, Botox and Hyaluronic Acid.

“The age group that is most inclined to take care of its physical appearance is the 20-45 year olds. Mostly they are looking for non – or minimally – invasive treatments. We expect those over 45 to join this trend in the next few years,” says Korzin.

Dr. Griselda Seleme, plastic surgeon and aesthetic specialist, says that in the past five years, there has been a 70% increase in demand for non or minimally invasive treatments for men. She adds that current beauty trends have broken the barriers that limited masculine vanity. Today men are now much more interested in how they look than before.

“Gone is the concept that beauty and care was only for women,” says Seleme.