South African men turning to fillers to get the “Men’s Health” look…
South African men turning to fillers to get the ‘Men’s Health’ look
Since the dawn of man, good looks have played a pivotal role in securing a good life, not only attracting members of the opposite sex, but also helping establish dominance among members of the same sex. Dr Sly Nedic, Johannesburg-based aesthetic and anti-ageing practitioner, reveals that men are no longer content to leave their looks in the fickle hand of fate – and are turning instead to the steady hand of aesthetic specialists.
Stastistically speaking According to the American Society of Plastic Surgeons, 9% of total cosmetic procedures and 8% of minimally-invasive cosmetic procedures performed in 2013 in the US were done on men, representing an overall increase of 22% since 2000, and a massive increase of 65% for minimally-invasive procedures. Furthermore, the British Association of Plastic Surgeons reveals that 9.5% of all cosmetic procedures undertaken in the UK in 2013 were by men, an increase of 16% on 2012. Nedic has seen a similar upswing in South Africa. Although no official statistics are on record, she reveals that at least one in every eight of her patients seeking non-invasive facial treatments is male. “Numerous studies have shown that heterosexual women in their fertile period are attracted by men with stereotypically masculine facial features such as prominent chins and brows, broad foreheads, chiselled jaws, defined cheekbones and a longer and larger face,” says Nedic. “These facial features are directly related to high testosterone exposure during prime developmental stages, linking this attraction back to both the ability of the man to protect and defend his family and provide a strong and viable bloodline.” Although much has changed since the dawn of man, it would seem that law of beauty has remained much the same. According to Nedic, even today, men with more dominant facial features are more likely to achieve a higher degree of success than those with less dominant features, both professionally and personally.
The fabulous filler
It’s for this reason, she believes, that more and more men are turning to aesthetic specialists to ‘shape’ their faces. Specifically, Nedic has seen a significant increase in the usage of fillers – such as the Juvederm® range from Allergan – which are being successfully used to both reshape and rejuvenate the face. “Fillers can help define facial features that were either soft to begin with, or have simply softened over time. They are so versatile, not only enabling practitioners to increase jaw or cheek bone prominence, but also smooth out strong nasolabial lines, or eliminate hollows under the eyes. As an added bonus, with continuous usage, fillers can add an appearance of youthfulness, which increases the alpha male status,” says Nedic. Nedic adds that one of the primary reasons for the increase in popularity of fillers is that they are non-invasive and less overtly noticeable than other treatments – specifically surgery. “One of the biggest advantages of the Juvederm® range of fillers in particular, is that it leaves very little bruising and swelling, and although the change is noticeable, it is also very subtle and natural looking,” says Nedic. Nedic adds that the Juvederm® range is fairly simple to administer by a qualified doctor and the procedure can be performed during a lunch break. This specific range also has a mild local anesthetic so application is far less uncomfortable for the patient. Other big selling points in the male market are the range’s in-depth scientific reports and the fact that the range is approved by the FDA and the EU ranks it favourably in terms of safety and efficacy; and its biodegradability. This basically means that the procedure is reversible should the patient be unhappy with the results. “Despite the incredible upswing in the male market, the reality is that the average South African man is still too embarrassed to admit to his friends that he is having facial treatments Word of mouth is probably the number one contributor to the continued success in the female market, however, it will take some time before men discuss “aesthetics” around the braai!,” says Nedic.