Men are increasingly concerned about looking good. If it depends on them, investments to make this dream a reality will happen this year. This is because a survey by the consultancy Research & Markets compares spending in the cosmetics and beauty products segment aimed at the male audience and shows that, in 2020, it was $69 billion while, for 2023, $78.6 billion is expected. This is an injection of $9.6 billion more into the sector.
"Men want to look better and have no problem admitting this vanity. The number of them here in the office is growing. They arrive eager to correct, treat, or adjust facial features and usually do not skimp when they decide to undergo a procedure," said facial harmonization specialist Nicoly Dalmasio, who is a dentist.
According to her, facial and lip fillers are among the most requested procedures among the male audience. "Names like Alok and Gusttavo Lima are mentioned by them as the ideal of a perfect face. After a conversation, we better understand their desires and define a treatment based on the real characteristics of that patient," Nicoly added.
According to plastic surgeon Humberto Pinto, collagen biostimulators and botulinum toxin are also highly sought after. "These are quick-result and minimally invasive procedures that help restore skin elasticity, support, and firmness, providing rejuvenation," he stated.
And they also know about devices! Doctor Natália Nascif mentioned that it is not uncommon for men to come to her office looking for a specific equipment. "They already know, for example, that the Ultraformer MPT helps with contour loss or facial fat accumulation. So they arrive asking for procedures with this machine," she revealed, who is a specialist in facial harmonization and laser.
Conscious, men come to her office seeking quick and painless results like those provided by the Ultraformer MPT. According to her, this device is capable of performing a lifting, both facial and body, but more powerful. "It supports the skin better in the musculature and creates an immediate result, which is the most desired by the male audience," the doctor emphasized.
They Also Want Plastic Surgery
Data from the Brazilian Society of Plastic Surgery (SBCP) showed that the demand for plastic surgery among men was four times greater. According to the survey, over a period of five years, the number of surgeries increased from 72,000 to 276,000 per year. An average of 31.5 procedures per hour.
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