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In George Roman's clinic in London, women queue to see a cosmetic dermatologist renowned for zapping wrinkles and smoothing brows.
In George Roman's clinic in London, women queue to see a cosmetic dermatologist renowned for zapping wrinkles and smoothing brows.
These days, alas, they have to share the waiting room with men.
In the past few years Dr Roman has treated a succession of bankers and businessmen in London and Paris.
They don’t want to look beautiful, he says, just “fresher and less worried”.
Typically, a swift shot of Botox, a toxin which freezes muscles, targets the deep forehead cleft which can descend on men over 40, especially if they spend all day frowning at a screen.
Other favoured treatments are lasers, which perk up skin-tone, and cosmetic fillers for those deep grooves between the nose and the mouth.
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Englishmen, says Dr Roman, are big spenders.
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This is just as well: Botox treatment starts at £300 ($477).
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Fiddlier procedures can cost twice as much.
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The French tag along with their wives; Britons sidle in alone.
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Less invasive male maintenance is growing, too.
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Mintel, a market-researcher, says sales of men’s beauty products in France, Germany, Spain, Britain and Italy rose by 8% between 2005 and 2010, despite the recession, and will grow another 8% by 2014.
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Moisturisers dominate in France, Britain and Spain.
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Germans and Italians prefer to buy deodorants.
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Botox was used 336,834 times by American men in 2010, up 9% from 2009, according to the American Society of Plastic Surgeons.
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But women are still 15 times more likely than men to have their faces frozen.
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I can’t understand what puts people off, grouses David Pyott, the boss of Allergan, which makes Botox.
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Looks matter in the marketplace.
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Do you want to have working for you a really old investment banker, a really old lawyer? asks Mr Pyott.
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Matthew Soobroy, a stylist with London’s Charles Worthington hairdressers, detects a “major leap” in men wanting their hair dyed.
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Or their beards trimmed precisely to emulate the facial foliage of actors such as Michael Fassbender.
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Relentless advertising helps increase male awareness of these procedures.
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As do endless stories about males using make up.
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Add in the use of paid celebrities extolling the virtues.
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Saturate the media with ads and PR hype.
.
Miss no trick to promote male make up in films and on telly
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Spend millions and millions of Euros.
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And voila!
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The male succumbs.
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Englishmen, says Dr Roman, are big spenders.
.
This is just as well: Botox treatment starts at £300 ($477).
.
Fiddlier procedures can cost twice as much.
.
The French tag along with their wives; Britons sidle in alone.
.
Less invasive male maintenance is growing, too.
.
Mintel, a market-researcher, says sales of men’s beauty products in France, Germany, Spain, Britain and Italy rose by 8% between 2005 and 2010, despite the recession, and will grow another 8% by 2014.
.
Moisturisers dominate in France, Britain and Spain.
.
Germans and Italians prefer to buy deodorants.
.
Botox was used 336,834 times by American men in 2010, up 9% from 2009, according to the American Society of Plastic Surgeons.
.
But women are still 15 times more likely than men to have their faces frozen.
.
I can’t understand what puts people off, grouses David Pyott, the boss of Allergan, which makes Botox.
.
Looks matter in the marketplace.
.
Do you want to have working for you a really old investment banker, a really old lawyer? asks Mr Pyott.
.
Matthew Soobroy, a stylist with London’s Charles Worthington hairdressers, detects a “major leap” in men wanting their hair dyed.
.
Or their beards trimmed precisely to emulate the facial foliage of actors such as Michael Fassbender.
.
Relentless advertising helps increase male awareness of these procedures.
.
As do endless stories about males using make up.
.
Add in the use of paid celebrities extolling the virtues.
.
Saturate the media with ads and PR hype.
.
Miss no trick to promote male make up in films and on telly
.
Spend millions and millions of Euros.
.
And voila!
.
The male succumbs.
Easy really when you throw these kind of resources at the problem of how to emasculate the male of the species.
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I wonder if anyone has thought about what they are creating?
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Probably not it's all about the money to be made.
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Not much thought for anything else.
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Changing the male of the species deserves a little more than the phoney attentions of greedy little marketers.
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