PRETORIA, 18 July 2019: The male aesthetic market is booming. According to Dr Chris Giezing, founder and medical director of Medskills Training Academy, this market is still in its infancy in the aesthetic industry, yet this segment is skyrocketing! As such, there are enormous opportunities for aesthetic doctors to capture this market and broaden their clientele base. Once snagged, men will become repeat customers as they tend to stay loyal to their service provider and therefore have a higher retention rate than females.
More and more men are standing in line for minimally invasive procedures that require no downtime like injectables or fillers which can reduce lines and wrinkles. These non-surgical procedures add volume to areas such as cheeks and lips. Statistics spanning a decade indicate that botulinum toxin is the treatment of choice in the USA. On the flipside, it is also an indicator that men are not too familiar with the host of other aesthetic options that can address their ageing concerns. Hence, they need more information on the range of available procedures. And herein lies the opportunity for you to customise your services to reel in this market.
But what fuels this increase in the aesthetic male market?
- Social media puts a lot of pressure on men to look their best.
The selfie generation seems to view Botox® and fillers as part of regular maintenance. Magazines and advertising are also propelling the need for a well-groomed and youthful look.
- Baby Boomers are faced with a highly competitive job market.
They need to look fresh, energised and less ‘tired’. The social taboos and scoffing at aesthetic procedures are also long gone for millennial men. As they age, so will the market for more procedures. It becomes a process that feeds itself into growing markets.
- More men are spending money on grooming and personal care.
There is more image consciousness and consequently, these men will be more open to treatments that will make them look younger and healthy.
- ‘The Celebrity Effect’:
Men like David Beckham, Simon Cowell and Gordon Ramsay openly admit that they succumb to botulinum toxin treatments.
- Men want well-defined masculine features.
They are therefore seeking procedures that enhance their facial features such as a prominent jawline and angular cheekbones as these make them more attractive to women.
Training in male beauty is important as the facial anatomies of men and women are different and correspondingly the outcomes of aesthetic procedures will also result in different outcomes. It is not the product but the expertise and experience of doctors that count. Men have different goals and expectations than women and thus need more guidance on the treatment offerings available to them.
Medskills offers training in Botox® and Fillers on 17 August, 7 September and 12 October. Should you require more information, please contact Nicoline Roberts on 083 258 8884 or send an email to firstname.lastname@example.org or visit https://www.aesthetictraining.co.za/training-dates/
Medskills offers short courses to equip qualified medical professionals, therapists, somatologists and support staff to serve the patients in the best possible way. Most of the courses are Continuing Professional Development (CPD) accredited. Medskills interacts with legislators and regulating bodies such as the Health Professions Council of South Africa (HPCSA) and it is also affiliated with the Aesthetic and Anti-aging Medicine Society of South Africa (AAMSSA).