The Growing Trend Of Men Getting Medical Aesthetic Treatments
It is widely known that the Medical Aesthetics industry is tailored towards women, as the majority of patients looking for treatment are female. However, there has been a shift and growing trend of men seeking medical aesthetic treatments, meaning there is untapped potential in the market for clinics to expand their business.
Men are often overlooked when it comes to the aesthetics market, yet, with a propensity in today's society to use social media, it’s no surprise that a third of young men report that they are trying to change their appearance in order to conform to this insta-ready culture.
What is driving men to get aesthetics treatment?
We can see that there is an increasing appetite for aesthetic treatments with men. Recent research undertaken by Rare: found that of those who have had medical aesthetic treatments in the past 12 months, 38% are men, plus 1 in 3 men are considering medical aesthetic treatments in the next year.
When looking at the types of treatments that are popular with men in the UK, we can see that 1 in 4 men who have had medical aesthetic treatments in the past year have undergone medicated weight management treatments.
With 1 in 5 also having botulinum toxin, it is no surprise that the term ‘Brotox’ has been coined for men who specifically undergo this treatment type.
Source: Rare: Consulting Adults 16+ in the UK (N=3,578). Data collected 14th - 25th April 2022. Have you had any of the following medical aesthetic treatments in the past 12 months? (N=315) Male (N=117).
It appears that men are taking an avid interest in not only their appearance but their holistic health overall. Being overweight can lead to an array of health issues and appears to be a priority for men. This is met with 1 in 5 men who have had medical aesthetic treatments having vitamin injections, further amplifying the emphasis men are placing on their overall health.
Wellbeing is another key aspect to consider when targeting the male aesthetic audience. We asked men about what is driving their decisions to undergo medical aesthetic procedures, with almost 1 in 2 men in the UK reporting that improving their self-confidence would be the most important factor. This proves that the feel good effect the medical aesthetics market offers is also appealing to men and a key opportunity area for growth.
Source: Rare: Consulting Adults 16+ in the UK (N=3,578). Data collected 14th - 25th April 2022 (N=3,578) When thinking about getting a medical aesthetic treatment, how important are the following factors on your decision? Males (N=1,725)
What are the barriers for men considering aesthetic treatment?
When looking at what is driving men to enter the market, it’s also important to consider what barriers, if any, there are to them engaging with aesthetics. Over three quarters of men reported that concerns over the quality of the products being used during treatment would prevent them from receiving a medical aesthetic treatment.
Safety concerns are also high in importance, with 3 in 4 men reporting that concerns over the safety of the procedure would also be a barrier to undergoing a medical aesthetic treatment. Therefore, clinics and HCPs should look to be registering with regulatory bodies and position themselves as medically qualified, safe practitioners, separating themselves from the non-medically qualified practitioners that sometimes cause speculation in the media.
What are the opportunities?
As a result of this growing market, there is an array of opportunities for healthcare professionals and pharmaceutical companies alike. Firstly, tailoring offerings to suit this segment would be beneficial; obviously the male and female anatomy differs dramatically and, therefore, treatment packages should reflect this. Catering to the needs of men by appealing to them directly will help potential male customers make better decisions on which clinic they should go to for treatments.
These offerings need to go far beyond treatment types for small businesses to target men, a more rounded approach may be needed to appeal to them, from customer service and brand identity.
Furthermore, having specific offerings for men is great but they need to know about it - getting the word out about tailored treatments that can cater for men's health and wellness would be a key marketing strategy. Putting an emphasis on men’s health is also of importance both for products specifically made to treat men and for the overall experience men will have when entering the market.
Final Thoughts
Men are becoming more aware of the aesthetic treatments available to them, which is a trend we believe will continue to grow over the coming years. There is a lot of potential for clinics to grow their business by catering their offerings to a male audience, however, it’s vital that clinics also understand what they’re looking for and their barriers are, in order to create relevant marketing campaigns.
Find out more about our data and insights services by emailing us at hello@rare.consulting or calling us on 020 7859 4627.
