Beautiful men. Few and far between? Not anymore. Perhaps it’s the fault of the media, which prods everyone to be self-conscious about appearance. Or perhaps it’s the increased awareness of health and fitness or the growing trend toward more active and sports-oriented lifestyles. Maybe it’s the wrath of God or just poetic justice.
Whatever the case, it is clear that men are suddenly concerned with how they look, to a degree they’ve never been before. The sexual revolution may have come and gone, but it didn’t have the slightest effect on the male image—men were left simply to be men, as they’d always been (if perhaps a little more liberal in their gender politics). But in the last decade, even that has changed: People of both sexes feel pressure to have faces and bodies that look as though they’ve been chiseled from a block of Michelangelo’s marble. Men have been pushed past the edge of their comfortable, complacent masculinity into “Does this make me look fat?” femininity.
“Men are not embarrassed anymore,” says Sally Bishop of Advanced Aesthetics Spa. “Lots of divorced men in their early 40s are getting back into the dating scene and are more self-conscious than women.”
Of course, men have always been marginally concerned with their appearance: They’ve always worked out, maybe used a little hair gel—but that was it. These days, men are doing much more than that. They’re hitting the spas, getting their backs waxed, and—here’s the surprise—they’re getting nipped and tucked.
From the basic facelift to tummy tucks to the removal of unsightly neck waddle, men are facing the knife in increasingly large numbers. According to the American Society of Plastic and Reconstructive Surgeons, male patients were the recipients of 27 percent of cheek implants, 9 percent of forehead lifts, 9 percent of tummy tucks, and 11 percent of liposuctions performed in 1998. Men made up 9 percent of last year’s 1,045,815 total plastic surgeries.
“Plastic surgery is no longer viewed by the normal male as something just for women or movie stars,” says Dr. Pat Maxwell of Nashville Plastic Surgery at Baptist Hospital. “Men and women are taking care of themselves, looking at diet and exercise—the one thing they can’t control is aging.”
“Aging” is indeed the key word. Think of Depression-era photographs of farmers and migrant workers. The faces in these images have dignified, sun-drenched, weathered skin. Not anymore, though. Men have decided they no longer wish to grow old gracefully. This is America, the land of infinite possibilities. This is America, where the rich must be beautiful, and the poor must be too, if they hope to ever climb that ladder. Growing older in our society now brings a loss of confidence and self-esteem that requires attention.
One of Dr. Maxwell’s patients, a 55-year-old man, says, “I probably look 42. I am in good physical shape (aerobics and weight-lifting every day), and I wanted to look as good as I feel. I own my own business, and I am very visible in the community. Looking good is important.” The patient, who wished to remain anonymous, had a mini-facelift only two weeks ago. He says he will definitely have the surgery again in 15 years, when he feels it will once again be necessary.
Even if it’s coming into vogue, cosmetic surgery may be too drastic for the majority of men; fortunately, they have other choices. Michele Probst is a pioneer in the business of male beauty. Formerly a makeup artist, she says 80 percent of her clients were male, ranging from politicians to musicians. So Probst founded Nashville-based Menaji, the first comprehensive line of skin-care products for men, because her male clients wanted cosmetics to wear off the set. And why not? If women get to hide blemishes and fine lines, shouldn’t men be able to do the same?
“Look at what men spend on their clothes when they wear their faces every day,” Probst says. “My dream is to educate men around the world about skin care that is quick and builds confidence.”
She may have a lot of work ahead of her, because most men are still in the closet about their skin care concerns. “Guys are pretty secretive about what’s going on,” says Robert Henderson, Menaji’s marketing director. “A lot of women are buying our products for them.”
Local spas will tell you that of their male clientele, usually 20 to 30 percent, most make their first visit at the urging of wives or girlfriends. “Men must get over the initial feminine association of a facial, but then they are very willing to begin a regular skin care regimen, as long as it is not too extensive,” says Robin Haney of Apropos Advanced Skincare.
Quick, easy, and androgynous—this is the description of the skin care products men buy, whether on their own or through their significant others. Marketers know this. Products aimed at men come in sleek, aerodynamic packaging and have straightforward names displayed in simple fonts. They have pumps that expedite the cleansing regimen and are shower-friendly. The much-needed exfoliators and moisturizers contain the slightest hint of a scent that is neither floral nor fruity, but simply clean.
The Body Shop, now a familiar mall presence, targets men using the above approach with its new “Of a Man” line. “Men aren’t just using Ivory soap anymore,” says Heather Crane of the Hickory Hollow Mall store. “They’re aware of their skin, and [they] want to take care it.” Crane says the new “Of a Man” Carrot and Vitamin E moisturizing creams sell quickly, as does the gender-neutral Hemp line. The Hemp line is packaged in unadorned metal bottles, tubes, and tubs with plain brown labeling and thus has significant crossover possibilities.
No matter how you package it, the days of playing golf and tennis, of fishing and mowing without moisturizing or deep-cleaning your skin are over. So scrub up, men. Your pores are clogged, and your skin is tight. Read your male-oriented magazines, exercise, eat healthful foods, and prepare to take your place alongside women in the image competition. You may have some catching up to do, but your competitive spirits will surely fire your determination to win. Your self-esteem will rise as you help to androgynize our society, and those females whom you so desire will only understand you all the more for your struggles.
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