Men are discovering what women have known for awhile…

In the past few years there has been a significant increase in the number of men getting BOTOX® Cosmetic treatments, as well as other cosmetic procedures. According to a new study in the journal Cosmetic Dermatology, the number of American men getting BOTOX injections has skyrocketed 258 percent over the past decade or so.

In fact it is no longer just the “metrosexual”, who is used to priming and indulges in the regular mani/pedi, who is seeking BOTOX – now even the average Joe is jumping on the anti-aging bandwagon.

While it seems counterintuitive that the recent downturn in the economy and competitive job market would lead men to indulge in a cosmetic procedure, those are actually the reasons most frequently given by men for turning to BOTOX. Like women, men are now feeling the pressure to maintain a youthful appearance in the workplace. The study points out that a youthful appearance allows men—and women—to generate more revenue than their older looking peers, which is an important asset in a leaner workforce.

The areas that tend to be most popular with men are the vertical lines between the brows and horizontal forehead lines. Some men have their crow’s feet treated as well. Many businessmen are also treating their excessive underarm sweating with BOTOX, which can reduce their dry cleaning bill. Men generally require higher dosing due to larger muscle mass, with prices ranging from $400-$600. The procedure takes only a few minutes and most men handle the tiny needle very well. The effects of looking youthful, rested and refreshed is what keeps both men and women coming back.