What men don’t talk about – wonders of aesthetic medicine

In May PROMAN – a well-known Ukrainian magazine for men encountered a delicate topic – do gentlemen visit cosmetologists? Well it turns out they do! Head of Shagov Aesthetic Medicine family clinic, Evgeniy Shagov shared some secrets with us on which procedures are mostly picked by men, what aesthetic medicine has to offer, and how innovative methods and biotechnologies can solve problems which were considered unsolvable for ages.

Despite the economic crisis, there are plenty of fast growing industries, but only few literally skyrocket – and aesthetic medicine is among them. It is aiming on rejuvenation and appearance correction and its growth ratio is comparable to IT industry. It is commonly thought that cosmetology is the woman thing and men only get scars and beard, but modern statistics show that this point of view, apparently, is desperately outdated. Healthy good look is a must have for successful people, both for men and women. However men think in a special way, having different demands for cosmetologists, using only the best of modern cosmetic medicine.

Ukrainian market experts confirm branch’s high growth rate, including regions, but such data is hard to collect first of all because of lack of appropriate legal standards of the branch – states Shagov Aesthetic Medicine, a company with 15 years of history, working in aesthetic medicine sphere since 2009, and for the last 3 years also complementing to world aesthetic researches and conducting educational activities.
In Western Europe, USA and Great Britain analytics display much more transparent picture: for example in the US according to ASAPS (American Society for Aesthetic Plastic Surgery) there is a rapid growth in aesthetic medicine – about 1500% in last 20 years. In 2016 Americans spent more than 15$ billion on appearance correction procedures, 56% of those – plastic surgeries, and 44% – aesthetic medicine. Also, men received over 1 million non-invasive appearance correction procedures (9% of the total count). It basically means that the average aesthetic expense per citizen in the US is around 45$, and in Great Britain the number is even higher – around 70$.
Aesthetic medicine in the US is most popular among people between 35-50 years – 40% of the clients represent this age. Top-5 non-invasive appearance correction procedures of 2016 were: botulinum therapy (39%), filler injection based on hyaluronic acid (21%), laser epilation (9%), IPL-therapy (6%) and chemical peelings (5%).
Experts state that distribution among men will be different, reasons being anatomical and physiological features, and differences in demands for the process of aesthetic appearance correction. First of all men are interested in safety and procedures being painless. Women are much more often ready to experiment, tolerate certain discomfort associated with procedures – as they say: “no pain, no gain”. Men are very demanding about absence of visible signs of procedures, absence of rehabilitation period, prefer repetitive procedures once a year, the rarer – the better.
For our readers we broaden our statistics thanks to Shagov Aesthetic Medicine where 20% of clients are male (twice as much as market average). So, men in Ukraine in order to look younger and healthier usually pick a two-procedure tandem: base – correct contour plastic (microinjections of fillers), which allow to restore volumes in those face areas which lost them during lifespan, and the second one is ultrasound SMAS-lifting – hardware technique which allows to pull up soft facial tissues, by which to correct the face oval. This is a sole procedure with no rehabilitation period, which provides natural, long running and quality result for 1,5-2 years.
Second reason, based on statistics, is body care:

• figure correction (specifically – reduction of local fat masses),
• hair elimination on certain body parts,
• more and more often men refer for a “wet armpits” prevention, which is performed using botulinum therapy, helping to get rid of the problem for one year in a single procedure.

Third place belongs to healthy skin. In some cases people feel the need to get rid of acne, in other ones – clear dilated vessels on nose and cheeks. These tasks are easily tackled by innovative hardware cosmetology (all kinds of lasers, photo- and radio wave systems). It is common today that men pay attention to their skin state and some even annually consult with dermal oncologists for skin cancer prevention.
Fourth reason goes to dermal cosmetologists, but don’t get the wrong idea about its importance – we are talking about hair loss here! Modern medicine can guarantee the suspension of hair loss using biotechnologies (procedures based on realization of patients’ own organism resource potential) PRP-therapy and SVF-therapy. The SVF one after single use allows to forget about the problem for at least 2-3 years.

Shagov Aesthetic Medicine is no stranger to biotechnologies, its director Evgeniy Shagov, M.D. in 2009 was one of the first people in Ukraine who implemented them in everyday work of their clinics. In 2014 he successfully defended a thesis on “PRP-therapy as a method of alopecia treatment”, founded an international organization named BAMIL (Biotechnologies in Aesthetic Medicine International League), and presented it on the main international European arena – IMCAS Congress in Paris

Biotechnologies also include a method, which allows to effectively achieve a long-term (approximately 5 years) skin aging process stop – skin rejuvenation with its own fibroblasts – this is the fifth most popular reason for men to refer to Shagov Aesthetic Medicine. This is a luxury-level procedure which is sort of a disadvantage, but specialists agree that this is a revolutionary technology which has already found its audience and provides completely out-of-this-world results. It has been used around the world for over 20 years now, it is known in the US and in Western Europe countries under “Isolagen”, “Laviv”, and “Fibrocell” brands, and is certified by FDA – world-known American committee which controls quality and safety. “We have been using this method since 2010, and during this time we’ve worked out an optimal protocol of skin preparation for injection of fibroblasts and their activation afterwards – we call it “KLEONIKA program”. Ukraine’s best biotechnologists, who work in Ilaya company, assist us in realization of this protocol, – says Evgeniy Shagov. – this year we shared our years of experience on the main professional European arena – IMCAS Paris”.

This program in particular best answers all the demands men have for aesthetic appearance correction today: it is safe, painless, provides natural and long-lasting positive results and has no rehabilitation period. Apparently its relatively high cost limits the amount of procedures performed today. “I think that in the nearest future our level of biotechnological procedures will be the main reason for people from long abroad, from Western Europe and Near East in particular, to come to Ukraine for aesthetic appearance correction”, – Evgeniy Shagov comments on perspectives of the branch and inbound medical tourism.

“In the next ten years aesthetic medicine will continue its drastic growth. Perhaps, together with hair beauty and skin health patients will be more and more concerned about general health issues and increase of life duration. The main connecting element in these two parallel medical courses – aesthetic and anti-age medicine – are exactly biotechnologies”, – conclude market experts.