Marketing plastic surgery or other appearance procedures to men requires different marketing techniques. This is because men are not looking for the same results as women.
More and men are undergoing botulinum toxin treatments, but they do not also want to look younger for the same reasons as women. They often seek out aesthetic treatments to improve their workplace competitiveness.
Men are also far less comfortable with the whole consultation process, and will be less likely to reveal much about their motives and goals.
For men, subtlety is really paramount. They do not want to look like they’ve undergone a procedure, but more like they have gotten a great amount of relaxation and sleep that has left them refreshed.
Men also like to see that plastic surgeons cater to both men and women. A extremely “girly” atmosphere leaves them feeling overwhelmed and might make them question a surgeons ability to deliver on male aesthetics.