They have already invaded female territory by claiming equal rights on expensive facial creams, hair grooming products, spa treatments and Gucci bags. But this clearly isn't enough.
Now men are heading for cosmetic surgeon's clinics (www.bestfacesurgeryindia.com) with a vengeance and seeking procedures that only females sought till now: Lip augmentation and hydration, lasers for facial hair removal and fillers for the cheeks are the more popular ones. "Till two years ago, women seeking procedures like these outnumbered men. But now I get male clients who allocate a certain amount of money every year for getting regular cosmetic procedures like skin fillers done," says Dr Ajaya Kashyap, director, KAS Medical Centre.
Here are some of the male cries.
"WE WANT BABY SOFT"
Rough facial hair is no longer considered an essential feature of masculinity.
The metrosexual male likes softer edges. "Men started coming in for the removal of eyebrow hair earlier, but now there is an increased demand for laser hair removal from the cheeks by some who want a well-defined, aesthetic beard. This procedure is popular since it isn't too expensive and is certainly more effective than the traditional threading or plucking," says Dr Kashyap. The use of laser reduces skin damage which is inevitable in case of shaving and threading. The laser removal takes maximum of 20 minutes.
PROS: Over time, use of laser reduces hair density in the targeted area thus giving you a long-lasting benefit.
CONS: Temporary pain, swelling, blistering and hyperpigmentation.
"WE WANT FULLER LIPS"
No, it's not just women who are hooked onto full pouty lips like Angelina Jolie. Men also want well-shaped, moist lips.
"Ageing causes the skin to lose hyaluronic acid which gives the lips their fullness. This leads to wrinkles and thinning of the lips. Filler injections offering volume and hydration are used to counter this and are effective for at least a year," says Dr Kashyap.
PROS: Quick and easy to do.
CONS: The filler metabolises within a year and has to be injected again.
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