TREND WATCH

V1ANSCAIncreasing numbers of menare embracing treatmentsthat allow them to look andfeel younger and more vital.Dr Catherine Stone talks usthrough the most popularprocedures

Afgreat haircut, pressed

suit, close shave

and shoes shined to

j.vithin an inch of

theif life meant that once upon

a time, you were good to go.

Not any longer. The cosmetic

landscape is changing and the

men's market within this sector

is booming. Men, as much as

women, now want to look fresher and more youthful than

ever before.

Men and women have very different features, so

treatments targeted more specifically at men - such as

'Bro-tox' - have been gaining popularity. While men

have bigger muscles (facially, as well as on the body) and

a stronger bone structure than women, it's important for

them to still retain some 'ruggedness' to the face, while

reducing the impact of features that make them look tired,

angry or stressed.

Men of all ages will seek out 'Bro-tox' to soften an

angry frown, reduce the heaviness of their eyes to make

them look less tired, or to gently lift the mouth corners and

make them look happier or less sad/worried/mean. But

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WHYAREMEN SUDDENLY

SO READY TO FOCUSON THEIR APPEARANCE -

SOMETHING CONSIDEREDVAIN AND UNMANLY UNTIL

NOTLONGAGO?"The definition of masculinity is in flux," says James Fela fitness columnist who writes frequently about men's

body image. "Guys are finally getting the chance tocreate their own definitions of masculinity, and

if it doesn't gel with the old school version,

while 'Bro-tox'

is currently finding

popularity, it's not a new thing. My male friends laughingly

joked around about getting their "Bro-tox, bro" over ten

years ago. So what has changed to make it more socially

acceptable and 'a thing'?

Firstly, men's grooming is now a booming industry, no

longer relegated to being an afterthought tagged on to

women's beauty products. While men still often sneakily

steal their partner's beauty products, the recognition

that their skin needs are different has led to a plethora of

cosmetic products designed specifically for them.

According to Datamonitor, 52% of global male

consumers consider their looks and appearance to be

important, or very important, and 29% touch up their

appearance throughout the day. These behaviours andattitudes are even more prevalent in younger men.

Add to this the increasing social acceptance of body

modification, whether it be with tattoos, piercings or

cosmetic procedures; along with the increasing availabilityof different safe, simple and effective cosmetic options

specifically targeting men (or at the very least, not

excluding them), and 'Bro-tox' becomes understandably

attractive.

While 'Bro-tox' can be used to relax the overactive

muscles that can make you look worn out, stressed, or

overly fierce (often with positive side effects, such as

helping with migraine headaches or depression symptoms),

there are now many more non-surgical options available

for the modern male wanting to look his best.

A simple 30 minute treatment with dermal fillers can

be used to strengthen the cheekbones, jaw and/or chin; to

fill up deep lines on the forehead; or to reduce the 'tired'

look under the eyes due to under eye hollows and some

types of'eye bags'. Tired, sallow skin can be subtly boosted

to look more vibrant with gentle medical-grade LED

light treatments, such as Omnilux (which 'reeds' the skin

cells with energy so the skin functions more effectively);

injectable 'skin boosters' to improve hydration and texture;

or Platelet-Rich Plasma (PRP), which uses the healing

parts of your own blood to tell your tissues to regenerate,

repair and rejuvenate.

PRP is an exciting treatment for more

reasons than its safety (there's not too

many cosmedical treatments safer

than using your own blood!). As

it regenerates whatever tissue it is

placed into, it's proving to be a very

successful treatment for early hair

loss, and, surprisingly, men's issues'

— such as erectile dysfunction,

Peyronie's Disease, and possibly

even Lichen Sclerosis.

Dr Charles Runels, an American

doctor, has developed a trademarked

technique called the 'Priapus Shot',

which has helped many men improve

their sex life in a significant way -

enhancing erections, sensitivity and often

length and girth.

The Priapus Shot uses just a few tiny injections

of PRP into the shaft of the penis (which sounds

incredibly painful, but is almost painless due to a REALLY

good numbing cream). About 60% of men will be happy

with just one treatment, with an 85-90% success rate after

two treatments. Although repeat treatments can 'boost'

the result, there seern to be limits to the gains that can be

achieved beyond 3-4 treatments within 6 months.

Research by Dr Ronald Virag over the last 5 years

shows PRP to be an effective treatment for Peyronie's

Disease, where plaque build-up in the erectile tissues leads

to a 'bendy penis' that can impact sexual performance.

Injection of PRP into the plaque area can help regenerate

the erectile tissue and reduce the impact of the 'bend',

giving a straighter and more functional penis.

I have recently treated my first male client with Lichen

Sclerosis, a devastating disease where the tissue of the penis

becomes white, fragile and painful. Its previous name was

in life. This is what makes my job so special, and I feel

blessed that we have been able to help him in such a

significant way.

PRP is proving to be a good option for both men and

women with hair loss due to androgenetic alopecia, one

of the most common forms of hair loss as we age. One of

the key hallmarks of androgenetic alopecia is thinning hair

through the front and the crown of the head, while the hair

at the sides and back of the head are often spared, or will

be the last to go.

PRP stops the process of'miniaturisation' or thinning

of the hair, which is caused by the effect of androgens

(especially a metabolite of testosterone, called DHT, or

Di-Hydro-Testosterone) on the hair follicle. Medications

such as finasteride and minoxidil (Regaine and Propecia)

help to reduce the effect of DHT on the hair follicle, but

can sometimes have side effects affecting sex drive and

erectile function. PRP in the scalp works well alongside

these medical treatments and also provides an alternative

option for those who can't tolerate the medications.

Research suggests that the best results with PRP for

androgenetic alopecia are seen when hair loss is early -

ideally within 2 years - although results can still be seen for

people with a longer history. Regenerating the tissues around

the hair shaft stops the thinning process and will often make

the hair thicker, darker and stronger. Unfortunately, if the

hair follicle has gone and there is nothing to stimulate, none

of these treatments will be effective.

Sun damage causing brown spots and pigmentation

is another major concern for Kiwi men, due to our high

levels of UVA or 'ageing rays' from the sun. Using good

quality medical-grade skin products on a daily basis can

often help reduce these, along with regular Medi-Facials.

While men are starting to enjoy being pampered, many

still prefer to do a treatment and then not have to think

about it again for the next few months. Intense Pulsed

'52%'O of global male consumers consider their looks ajidappearance to be important, or very important, and

touch up their appearance throughout the day.

'Balanitis Obliterans' (translation: inflammation of the

penis causing obliteration of the tissues), and until now,

there have been almost no effective options for treating this

awful condition. My patient is a youthful, good-looking

man in his mid-50's, with a successful business and (from

the outside) a wonderful life. He had been suffering in

silence with this disease for over 15 years, and burst into

tears when we started talking about it in his consultation.

A research study on women with Lichen Sclerosis

last year showed PRP to be an effective treatment, so we

performed the Priapus Shot along with additional PRP

into the Lichen Sclerosis areas at the end of last year. So

far, my client has seen about a 20% improvement in the

tissues, and we are looking forward to seeing what results a

second treatment might provide.

Psychologically, he feels it has made a massive difference

in his confidence, and this has affected his general outlook

Light (I PL) is a faster way to treat the more superficial

sun damage/pigmentation, but for best results (and to

minimize side effects), your skin should be 'prepped' with

appropriate medical skin care at least a month before

treatment. You must avoid sun exposure for a month before

and a month after each treatment, which means that most

good operators will only offer this service during the winter

months.

Other 'energy-based devices' can be used for smoothing

and tightening the skin, and we are currently mailinga new technology called ThermiTight, which looks

promising tor enhancing the jaw line, reducing jowls and

tightening the skin of the neck. Watch this space!

Dr Catherine Stone is the founder of The Face Place MedSpa

and has trained with the pioneers of cosmetic Botox and many

of the top cosmetic doctors in the world.

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Provided for client's internalresearch purposes only. May notbe further copied, distributed, soldor published in any form withoutthe prior consent of the copyrightowner.

Headway, New Zealand01 Apr 2016

Supplements, page 12 - 1,967.00 cm²Magazines Trade - circulation 4,000 (Quarterly)

ID 580424708 BRIEF MEDIAJ(W INDEX 1 PAGE 2 of 2