What men really want from their aesthetic treatments
As more men seek medical aesthetic treatments across the UK, it’s important for healthcare practitioners to understand what is driving them to get treatment, what they are looking for and how HCPs can accommodate men in their aesthetic offering.
Predominantly, the aesthetics industry is focused on the female anatomy, with a variety of treatments marketed for women. However, with the rise of men getting aesthetic treatment, practitioners need to think about how to capture this untapped market.
Why are men seeking aesthetic treatment
There are many reasons why men would seek medical aesthetics treatment, from simply wanting to feel better about themselves to societal pressures from social media or peers.
Our research shows that 52% of men in the UK report that improving their self-confidence is the most important factor when deciding to get treatment, this is a 3% increase from March 2022. This is followed by men wanting to fight/reverse the ageing process (35%) and to look good for a special occasion (35%), both an increase of 4% from March 2022.
Interestingly, 23% of men agree that “my professional environment requires me to have a fresh appearance” is an important factor when deciding to get treatment, whereas only 18% of women agree with this statement. Highlighting a potential rising pressure from the workplace to look a certain way for their jobs.
Source: Rare: Group 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)
When comparing statistics from last year, we can see that each metric has grown, showing the increasing popularity of men seeking treatment.
What aesthetic treatments do men want?
There is much emphasis in the media of men wanting botulinum toxin or ‘brotox’ as this has now been coined. However, our data shows that in the past 12 months, there has been a decrease of 6% of men having botulinum toxin.
Instead, we can see in the last 12 months, there has been a shift towards other treatments, with medicated weight management and vitamin injections seeing a 2% increase since March 2022.
When asked about what treatments men would consider in the next 12 months, 28% of men are considering medicated weight management and 24% of men considering vitamin injections, above both botulinum toxin (24%) and dermal fillers (15%).
Therefore, both healthcare professionals and manufacturers should be thinking about how to highlight these treatments for men and what products are needed to support this growing area.
What are men looking for from their aesthetic provider?
When thinking about the place in which men would have their medical aesthetic treatment, the clinic having good reviews is an important factor for men, alongside the people offering the treatment being medically trained.
However, as well as the above, men are conscious about the cost of treatment with 68% looking for the clinic to offer a competitive price, which is likely to be heightened by the cost of living crisis in the UK.
As with women in the UK, men also want to be able to trust their healthcare provider, so ensuring that HCPs build that trust during the consultation stage through to the follow-up care is imperative to driving repeat business amongst men.
Final Thoughts
It can be easy to assume that men who are seeking aesthetic treatment are looking for the same services as women. However, in order to capture this demographic and drive growth for businesses, HCPs and manufacturers need to provide a tailored marketing strategy that speaks to men’s wants and needs from treatment.
This is very much an untapped market that is only set to grow more based on our data above, so there is plenty of opportunity to start tailoring towards this demographic.
Find out more about our data and insights services by emailing us at hello@rare.consulting or calling us on 020 7859 4627.
