Botox for Men: Wrinkle Treatment Expands Its Demographic

by Marisa Amorasak

Look out, Real Housewives. The clientele of cosmetic injectables may be changing. Botox has set their eyes on a new target market: men. Two years ago, Allergan, the people that manufactures Botox, named nine-time Olympic gold-medalist Mark Spitz a company spokesperson. On their website, Botox nearly shouts its co-ed appeal: the wrinkle-fighter is “certainly not just for women.”

But hasn’t it been, in the past? Cosmetic procedures have always been a field largely utilized by female clientele. It’s “girl stuff,” culturally speaking. So maybe that’s why they chose Spitz to represent the brand. He’s the ultimate guy’s guy: supernaturally athletic, straight, and mustachioed. If Mark Spitz uses it, then that gender barrier in cosmetic procedures just might be blurred.

The relationship between men and Botox first became a media spectacle during the last presidential campaign. Joe Biden’s 60-something years were evident based on the horizontal lines across his forehead. But it was normal. Men are expected to show signs of aging as they get older. As a society, we don’t hold the same aesthetic expectations for aging men that we do for women—particularly politicians. Around the time of the presidential debates, Biden was suddenly sporting a forehead as smooth as Obama’s sweet talk. The results were drastic and very noticeable.

But as it turns out, most of Botox’s male clientele are quite fearful about looking like they’ve had any work done. They want to look like their expressive and natural selves, except without wrinkles. They cite a variety of reasons for turning to Botox, and many of them have to do with their appearance in the workplace.

Dr. Matarasso, a clinical professor of plastic surgery at the Albert Einsten College of Medicine, connected the difficult job market to the rising popularity of male Botox. “When we see a blip in the economy and how many people are going to be laid off today, you now have a 40- or 50-year-old advertising or bank or media person looking for a job,” he told the New York Times. “People have a tendency to look for vibrancy and youth. At times of economic downturns you will often see greater interest. It really ranks up there with an expensive haircut.”

Even when justified by masculine career motives, Spitz claimed that men are more squeamish about the injections than women. They get so jacked up worrying that it will hurt," he told Time. "Maybe that's why women have babies and we don't."

Male Botox enthusiasts also return for injections less frequently than women. Dr. Alan Gold, president of the American Society for Aesthetic Plastic Surgery, observed the Botox habits of men. “Men tolerate the return of wrinkles better,” he said. “They’re not as bothered as quickly. Women sit in front of a mirror putting on makeup every day and are acutely aware of changes.”

Men account for 7% of the total Botox users in the world. So of these 300,000 men, aren’t most of them gay or celebrities? Dr. William Murphy, a Los Angeles based plastic surgeon, confirms that most of his male clientele are gay. But there are a growing number of straight men who are interested in looking younger, and are often led to Botox by their wives.

That’s what an anonymous 45-year old publisher told the New York Times. “Initially, it was curiosity,” he said. “I was starting to get three long lines and I was like, ‘That’s definitely a sign of aging,’ and I thought if I slow it down, that won’t be a bad thing. I spent $4,000 on a suit, why not use Botox?”

Similarly, Bill Torres, a schoolteacher from Los Angeles was pushed into trying Botox by his wife, actress Jackie Guerra. The so-called “11 lines,” the vertical furrows between Torres’ brows, infuriated Guerra. “Thank God!" she yelled as the injections took place. "They drive me insane. It's like when somebody has a big zit on the side of their face and they don't pop it. Just pop it!"

As far as the procedure goes, Botox works the same way on men as it does on women. A chemical called botulinum toxin is injected into wrinkles, which are alleviated by temporarily paralyzing the muscle. The only difference is that men tend to have thicker skin and stronger muscles in their face, so they may require a larger amount of Botox.

There’s no argument that Botox will continue to be a cosmetic procedure used mainly by women. But by using clever tools like Mark Spitz to break down the traditional gender roles, Botox may be cracking the door open to a profitable new market. If you’d like to book a free Botox consultation with a skincare specialist in your area, contact us. We can help you choose the best Botox provider for your needs.