Men Who Cannot Afford to Look Their Age Turn To 'Brotox'

RENO, NV - Face-lifts, botox, fillers, and lasers, all are available to help erase age, and make you look younger. For years women have been taking advantage of such procedures. But, the trend is changing where more men are opting for them.

James Davis, 34, is at Esteem Medical Spa and Salon. He's not waiting for his wife. He's there for himself, getting abobotulinumtoxin otherwise know as botox injections--or in this case "Brotox." He says the idea came from a not so unlikely source.

“Same place most good ideas come from: your wife,” says Davis.

Davis says the injections will go into his forehead. He says he's got a pretty expressive one, and that has meant lines have gotten deep.

“Yes it's a phenomenon. Women they don't care if it hurts or doesn't hurt. They know what they want. Guys this is like new territory. They are sticking their toes in the water for the first time. What we do is a balance between the muscles that pull up, and the muscles that pull down in order to leave the brow in a neutral position,” says Dr. Michael Glass of Esteem Medical Spa and Salon.

With three syringes Dr. Glass goes to work on Davis' forehead.

Because the needles are so small, he'll be able to walk out of the office with no signs of treatment. He may or may not be back in three months.

Esteem Medical Spa says about 40 percent of their clients are now men, when it comes to botox treatments, they will pay more than women do because doctors need to use more of it, that's because men's faces are bigger, and so are their muscles.

Men now comprise about 7 percent of all botox treatments nationwide. Many speculate that number is not going down, even in a down economy. That’s because when looking for a job, men cannot afford to look their age.

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