Selfie side-effect? Men discovering cosmetic treatments, says dermatologist

November 19, 2014 by
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Man gets neuromodulatorSome call it “Bro-tox,” but that catch-all phrase includes any number of cosmetic skin treatments that are increasingly attracting men.

Guys – particularly younger ones – are  becoming more interested in cosmetic skin treatments, according to a dermatologic surgeon who specializes in male aesthetics.

“Treatments are not just for women,” said Terrence Keaney, MD, a member of the American Society for Dermatologic Surgery. “So many people think men aren’t interested in these procedures. They are interested, especially once they’re exposed to them.”

Younger men have grown up taking “selfies” with their phones and seeing photos of themselves on social media, he said. “They don’t see a taboo in treatments, and they understand the importance of maintaining their youthful look.”

Dr. Keaney – an associate dermatologist at the Washington Institute of Dermatologic Laser Surgery in Washington, D.C., who helped launch the practice’s W for Men center – said he sees the knowledge gap daily.

More than 500 men came to the W for Men center in its first year. The average patient age was 39.3, compared to the late 40s and early 50s for women getting cosmetic treatments, Dr. Keaney said.

Patient Andrew Giordano, 32, came to see Dr. Keaney initially for laser hair removal treatments. “That gradually evolved, and now he’s getting Botox injections,” Dr. Keaney said. “Andrew didn’t even know about Botox when he first came to me.”

Because of Dr. Keaney’s advanced training, Giordano trusted him to go ahead with laser treatments for neck hair that grew back too quickly after a haircut.

“There was an educational period,” said Giordano, a client relations manager in an investment management firm whose job requires frequent contact with clients around the globe.

He first had Dr. Keaney remove hair from his neck and a bit off the “wings” of his back. That worked well, so next the two began discussing other procedures, including Botox injections. Giordano said he had a “light” treatment done in 2012 and again in summer 2014. “I’m more confident,” he said. “I feel like I look better and that leads me to present myself better.”

The percentage of men seeking soft-tissue filler treatments rose to 10 percent of the total in 2013 from 8 percent in 2012, according to the ASDS Survey on Dermatologic Procedures. Neuromodulator treatments stayed steady both years with dermatologic surgeons reporting 11 percent of their patients were men. “At least some men are tuning in,” Dr. Keaney said.

Giordano believes he is far from alone and that there are many men like him out there, ready to learn how skin treatments can improve their looks and self-confidence.

“In three to five years, we’ll see a lot more men doing this,” he said. “I think we’ll see a massive spike.”


ASDS is the largest specialty organization exclusively representing dermatologic surgeons who have unique training and experience to treat the health, function and beauty of the skin. ASDS members are pioneers in the field. Many are involved in the clinical studies that bring popular treatments to revitalize skin and diminish wrinkles to the forefront. Their work has helped create and enhance many of the devices that remove blemishes, hair and fat, and tighten skin. Dermatologic surgeons are also experts in skin cancer prevention, detection and treatment. Visit ASDS at:

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