Shampoo. Facial wash, deodorant, lotion, and recently a masculine wash- all sorts of things that women usually have innovated and made available to men. This sends a clear statement that being beautiful and hygienic, most especially, are not anymore a girl thing; it can also penetrate a man’s world because primarily it’s a need that needs to be satisfied.
The market changed its landscape as they notice this need. Men of today have been more sophisticated on the products they use. It’s not anymore just taking a bath and brushing teeth, it’s now making oneself more presentable and great through the use of many different products.
The modern male society has become open to metrosexuality and the use of beauty and wellness products as the trend turns out to be acceptable by many.
Maleness is being put out of its box as it transcend to a more open world and accept different things about the gender- things that are made unacceptable for many years because of prejudices and other ‘machismo beliefs’.
In addition to these products, men also did embraced cosmetic surgery which has been made exclusive for women for a number of years. One probable reason is the influence of male plastic surgeon in the Philippines. Many male surgeons practice plastic and cosmetic surgery in the country and actually, they are the ones considered the best and in authority when it comes to these procedures.
Just a little of the history, in the early 2000’s, cosmetic surgery was not very popular to male consumers, especially in the country. Only women take the risk to have operations for their physical appearances, either to enhance their natural attributes or to fix or restore deformed parts of the face or body during accidents. Cosmetic surgery has been closely associated with the feminine side, as I mentioned above, during the early developments of medical industry.
According to the statistics presented by The American Society for Aesthetic Plastic Surgery in surgery.org, “men had over 750,000 cosmetic procedures, 8% of the total. The number of cosmetic procedures for men increased over 88% from 1997.”
The continuous growing number of men having cosmetic surgery as their option for improving or restoring a physical asset has opened the eyes of many to the possibility of female-oriented activities being applicable to men with high beneficial use. In our country, liposuction is not anymore exclusive for women. Rhinoplasty in the Philippines is not only for women to avail. These procedures are now offered to all just like in any other country that liberate them from the same masculine box.
In the Philippine setting, cosmetic surgery has become a fast-growing trend. One Philippine plastic surgeon said that Filipino man has already evolved into a person with valid concerns about his physical attributes and well-being. It is therefore imperative that he be made aware of the available surgical procedure which may further enhance and improve these physical traits.
In addition many Philippine surgeons now cater to 10 male patients per month on average, which consists of 40% of the total consulting patients. Top services demanded by men include liposuction, rhinoplasty or nose lift, eyelid and eye brow surgery, and scar refinishing or refinement. Hair transplant and breast reduction is also popular among male clients.
Male consumers have opened their eyes to the reality that for-women products and procedures are really not just for women. The goodness of cosmetic surgery is now being patronized by everyone, regardless of gender, as long as the life-changing effects are visible—obviously for the better.