A million American men undergo cosmetic treatments

Man examining face in mirrorOf the 12 million line and wrinkle reduction treatments and other non-invasive cosmetic procedures administered in America in 2011, one million of these were performed on men. That's one of the stand-out findings quoted by a Florida-based cosmetic surgery in a new report, in which it also says that men's motivations for undergoing treatments are often very different from those of women. Many men are feeling that a highly competitive jobs market is forcing them to try to stay youthful-looking in order to keep up with their more junior counterparts but they are also feeling pressure to emulate younger-looking celebrities."Women want to be perceived as more beautiful, while men want to be seen as masculine and powerful," said Dr Cynthia Elliott, who runs the Skinspirations cosmetic surgery centre in Tampa Bay. The convenience, relatively lower cost compared with surgical alternatives, quick recovery times and relative imperceptibility of non-surgical procedures, with gradual realisation of their benefits, also appeal to men, added Dr Elliott. She suggests that any man researching their options should seek out a practitioner with experience of treating men, research and understand the particular risks of each type of procedure, and be sure to have realistic expectations of what can be achieved.