And it's looking more masculine than before.
According to the American Society of Plastic Surgeons, male patients accounted for 9 percent of cosmetic procedures performed in 2010, an increase of 2percent from 2009.
Topping the list of surgical cosmetic procedures among men was nose reshaping, followed by eyelid surgery and liposuction.
Botolinum toxin type A - popular brand name Botox -- was among the most common minimally invasive procedures, along with laser hair removal and microdermabrasion -- a skin treatment used to reduce lines and blemishes.
Dr. James Wells of Long Beach, a past-president of ASPS, credits the increase, in large part, to baby boomers wanting to maintain a young appearance as they age.
"It's a group that's retiring," Wells said. "They want to look a little more youthful. They have desires for an active lifestyle and they want to look good. They will take advantage to improve an appearance or lifestyle."
Also among the clientele, he said, are men who have gotten divorced -- or are otherwise single -- and are looking to get into a new relationship.
"They want to look good," Wells said.
Torrance cosmetic surgeon Dr. J. Brian Boyd said the rise in male clients is in line with a steady increase in cosmetic procedure patients in general.
"The percentage (of men) in my practice is staying roughly constant, but overall the
number of men has gone up, because the amount of everyone ... has gone up," he said. "There has been a significant rise in everyone."It's a local trend supported by national numbers.
According to the ASPS, in 2010, 13.1 million cosmetic procedures were performed, a 5 percent increase from 2009. Of those, 1.6 million were surgical procedures and 11.6 million were minimally invasive cosmetic procedures.
The American Society for Aesthetic Plastic Surgery expects the trend to continue in 2011.
"As the economy continues to improve, demand for face-lifts and other facial rejuvenation surgery will increase," forecasts the ASAPS website. "Non-surgical facial rejuvenation procedures will also see some growth, but people who have been putting off surgery for the past few years because of the economy will be ready for the gold standard in facial rejuvenation in 2011."
This prediction is reinforced by Wells.
"Any time the economy is bad, people will withhold that kind of dollars," he said. "Seeing employment figures starting to improve, this may be another enhancement."
Wells encouraged those pursuing cosmetic surgery to do their homework when it comes to choosing a plastic surgeon.
"Make sure it's an accredited facility," he said. "(Ask) if something goes wrong, what hospital will you take me to? Do you have privileges with that hospital? Do you like the physician? Is the office clean? Is the staff attentive?
"Don't be in a big hurry," he said. "Remember, consultations are two-way streets."
He also discourages online bidding for a plastic surgeon. Although he feels that many doctors online are qualified, there is a possibility some are not.
"Don't let the consultation fee keep you from getting a second opinion," Dr. Wells said. "Shopping price is not unimportant but know what you're doing."
Along with concerns of choosing a doctor come the natural worries of whether to have the procedures done altogether.
"I think a lot of people are concerned depending on what they're having done," said Dr. Boyd. "People having eyelid surgery are worried about having it overdone or even losing their vision, which is extremely rare."
Dr. Boyd feels that patients find more comfort in the minimally-invasive procedures. "People are attracted to minimally-invasive procedures because they perceive there are less risks," he said. "Most of them are temporary. If they don't like the results, they can wait it out."
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