Although physicians say they mostly see men 40 to 60 seeking cosmetic procedures, men in their 20s and 30s are booking appointments, especially for acne-scar or sun-damage correction.
According to a Media Research Inc. study, the 18- to 24-year-old men’s grooming market increased by 38 percent to more than $143 million in 2004.
Dubbed metrosexuals, these straight urban males have a penchant for Obagi skincare products, comb Biolage conditioner through their expensive haircuts, know the difference between Diesel and Old Navy jeans and indulge in spa services.
From there it’s a quick hope to the cosmetic surgeons office for minimally invasive procedures.
“I’m a metrosexual,” says Walker. He’s a student at Mt. San Jacinto College and a surgical technician for Eichenberg, who zaps him with Botox every four months.
“I like a clean appearance,” Walker says. “The girls I know like it too.”
Another appearance-conscious male, 33-year-old De Luz resident Al Borda, paid Eichenberg $5000 for laser hair removal from neck to toes. A dirt bike rider, he was tortured by sweat, ingrown hairs and red bumps.
“It was well worth the results,” Borda says
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