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Male Aesthetic Market

Terrence Keaney, M.D.

Assistant Clinical Faculty,George Washington HospitalHoward University Hospital

Director of Laser and Lipoatrophy ClinicWashington, DC, VA Medical Center

DISCLOSURE OF RELEVANTRELATIONSHIPS WITH INDUSTRY

Terrence Keaney, M.D.

Allergan: Investigator, Consultant, Advisory Board Member

Cutera: Investigator

L’Oreal/Skinceuticals: Investigator, Speaker’s Bureau

Restoration Robotics: Speaker’s Bureau

Syneron Candela: Investigator, Speaker’s Bureau

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Skeletal Anatomy

� Large Size

� Unique Shape

– Upper Face:

� Prominent supraorbital ridges

� Greater glabellar projection

� Large, sloping forehead

– Mid Face:

� Wider zygomatic arch with increased lateral projection

– Lower Face:

� Chin: Large, wide with forward prominence.

� Jaw: Wide, increased flexure

� Men: 3 mm less SQ tissue in the medial cheek based on MRI exams.

� Average ratio of medial:lateral cheek thickness is less in men

� Lateral, flat, angular cheeks in men.

Wysong A, Kim D, Joseph T, et al. Quantifying soft tissue loss in the aging male face using magnetic resonance imaging. DermatolSurg. 2014 Jul;40(7):786-93.

Facial Adipose Tissue:Men

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Gender Differences:Facial Contour

Why Treat Men Differently?

The Aging Male Face

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Facial Aging in Men

� Men age poorly

– Men have been found to appear 0.37 years older than their age and women 0.54 years younger

� Unique Pattern of Aging

– Intrinsic Factors:

� Facial Shape

– Extrinsic Factors:

� Smoking

� UV exposure

Bulpitt C, Markowe H, Shipley M. Why do some people look older than they should? Postgrad Med J 2001;77:578–81.

Facial Aging in Men: Volume Loss

� Soft tissue

– Steady atrophy of soft tissue as opposed to the rapid decline seen in females.

� Testosterone

– Gradual decrease in circulating testosterone averaging 1% per year beginning at age 30

Wysong A, Kim D, Joseph T, et al. Quantifying soft tissue loss in the aging male face using magnetic resonance imaging. Dermatol Surg. 2014 Jul;40(7):786-93.

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Facial Aging in Men: Volume Loss

Male Aging: Treatment Challenge

� Male Beauty Ideal???

� Male Aesthetic Preferences???

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Male Beauty?“Man-some”

Male Aging Goals:Do Men Care???

� Not treating disease; Treating aging and beauty

– Beauty is in the eye of the beholder

� Men display a different set of motivations, concerns, and aesthetic ideals compared with women

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What do Men Care About???

� Surveyed 600 aesthetically oriented men

– Nonusers of injectables but considering facial aesthetic treatments within the next 2 years.

� Variety of Assessments

– Aesthetic Knowledge and Motivations

– Facial areas of concern

Aesthetic Treatment Awareness

Facial plastic surgery

Liposuction

Hair transplant surgery

Skin-tightening procedures

Physician-strength chemical

peels

Laser skin resurfacing

Under-chin volume reduction

Dermal fillers

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I want to look good for my age

I want to look more youthful

There is more information available now about

these treatments for men

I want to maintain a competitive

edge in the workforce

I have seen, heard, or read positive information

about injectable treatments

I want to improve my dating

prospects/relationship

I know other men who have tried

these treatments before

I have tried products in the past and

they haven’t worked

Someone suggested that I needed it

Reasons for Considering Facial Injectable Treatment

Aesthetic Treatment Deterrents

Cost

Concerned My Face Won’t Look Natural

Concerned About Safety/Side Effects

Concerned About Injecting a Foreign Substance Into My Body

Concerned About Starting This Treatment andHaving to Continually Repeat It

I Do Not Think I Need It Yet

I Don’t Want To Be Perceived As Superficial/vain

I Am Not Sure What Treatments/Options/SolutionsAre Available to Me

I Dislike Needles

It Would Be A Frivolous Use Of My Money

I Don’t Think I Would Get Good Value For The MoneyI Would Spend On This

Someone Might Notice I Had Work Done

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Hair Loss Most Bothersome Compared to Other Signs of

Facial AgingLeast Bothersome Most Bothersome

Men bothered by hair loss or balding, would rather treat hair loss instead of treating highest-priority facial feature

(lines, wrinkles, and/or folds)

Treatment of Hair Loss Prioritized Over Other Signs of

Aging

79%

Hair loss or bald

21%

Most important

facial f

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Male Cosmetic Concern:Androgenetic Alopecia (AGA)

� #1 Cosmetic Concern: HAIR LOSS– Large Psychsocial Impact:

� Men who suffer from AGA are 75% less confident.

� Loss of self esteem, introversion, and feeling unattractive.

Wells PA, Willmoth T, Russell RJ. Does fortune favour the bald? Psychological correlates of hair loss in males. Br J Psychol 1995;86(Pt 3):337–44.

Relationship Between Areas Prioritized for Treatment and

Bothersomeness

How bothered by lines?

(% Top 2 Box)

How likely to treat first?(Max Diff Score)

20 30 40 50 60 70

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10

15

20Crow’s feet

Under eye/tear trough

Forehead lines

Sagging underneath the chin/double chin

Glabellar lines

Oral commissures

Chin

Cheeks

Jawline

Marionette lines

Temple

Nasolabial folds

Perioral LinesLips

Short, thinning lashes

There is a strong correlation between likelihood to treat first andhow bothersome the facial features are

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Male Cosmetic Concerns

� Hairline

� Eyes

� Jawline

Why Target Men?

� Women are low hanging fruit

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2013 Soft-tissue Fillers

995,000 total

2012 Soft-tissue Fillers

916,000 total

2012 Neuromodulators

1.5 million total2013 Neuromodulators

1.8 million total

8% Men

11% Men 11% Men

10%

Men

Current Male Aesthetics Market

Source: 2012 and 2013 ASDS Survey on Dermatologic Procedures

Blue Ocean Strategy

� Avoid battling competitors and create ″blue oceans″ of uncontested market space.

� Unlock new demand and make the competition irrelevant.

� BLUE OCEAN = Male Cosmetic Patients

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Male Aesthetics Market

� Untapped

– Men represent only a fraction of cosmetic patients.

� Growth Potential

– As millennial men age, the demand for cosmetic procedures in men will only increase.

� Target Men

– Increased attention to men, both academically and commercially, will increase male participation

How do you get Men in Your office?

� Make them a Priority

– Office Design

– Education Materials

– Educate female patients about male offerings

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How do you get Men in Your office?

� Education!

– Knowledge Gap

� Messages about aesthetic procedures just aren't reaching men.

� Only 39% of aesthetically inclined men knew of dermal fillers.

� 77 percent of sunscreen ads found in women's magazines.

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Thank you!

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