05 April 2012Men's attitudes towards non-invasive cosmetic procedures has changed considerably over the last few years. According to a report by The Charlotte Observer newspaper, one cosmetic clinic in New York has seen a rapid increase in the number of male clients coming in and asking for laser hair removal treatments. Men from across the age spectrum are keen to have unwanted hair removed, with backs, shoulders and chests being the most popular areas for attention.Melissa Cavanaugh, owner and co-founder of the Pulse Laser & Skincare Center in Manhattan, estimates that the percentage of her male clients opting for related procedures has grown from 2 to 20 per cent in the past 12 months. And once men have had a treatment performed, they're quite happy to let others know. Cavanaugh said: "Some guys need a little prodding in order to get the treatments started, but it's usually something they're willing to do and they get excited to tell their significant other about it and show off the results." While Cavanaugh admits treatments such as laser hair removal are a personal thing, she said after their first experience, men are much more relaxed. "After the first treatment is completed, they definitely treat it just like any other service they would do to maintain their appearance," she said.