Spa treatments, massages, and pedicures are not just for women anymore. Men are showing a growing interest in the way they look and take care of themselves. As social barriers are broken down, a whole new world of male grooming is opening up.

Lee Rector, owner of a spa in Ohio, said that men represent approximately 25 percent of his customer base – double what it was five years ago. Similarly, tanning salon manager Tammy Benniger said that nearly half of all her clients are men.

Perhaps surprisingly, all types of men – from contractors to business executives – are seeking cosmetic treatments such as massages, waxing, Botox, facials, body wraps, and tanning.

“We're seeing (male) high school students come in to get facials and massages, but we're also seeing some of the baby boomers who are finding it's possible to hold back Father Time a little more,” said spa owner Debbie Stout.

Despite being more widely accepted, Rector said that marketing aesthetic services to men requires the use of a more “masculine” language. For instance, instead of a “facial,” men at his spa receive “men's cleansing treatment.”

This new image consciousness among the male population has also led to their greater acceptance for cosmetic surgery. Popular cosmetic procedures for men include:

• Eyelid lifts
• Tummy tucks
• Facelifts
• Hair removal

“It's much more acceptable for males to have cosmetic surgery. It's not as Victorian as it was 80 years ago,” said Dr. Tarrant Lawrence.

Interested in cosmetic surgery? Please contact us to locate a board certified plastic surgeon near you.