THERE was a time, not so long ago, when a bloke would have been laughed out the pub for even mentioning that he was considering getting a facelift, or having his nose straightened.

Male narcissism has always existed, but only now are they feeling the pressure women have borne for decades – to stay looking good forever.

New research shows that the number of men having plastic surgery has increased by more than 25 per cent in the last 12 months. The Harley Medical Group, which carries out cosmetic surgery, says that civil servants, lawyers and accountants are among those most likely to have work done.

The total number of operations went up 26 per cent in 2008 compared with the previous year, with male breast reductions among the most popular.

Surgeons saw a 61 per cent increase in demand for this operation, which will set you back more than £4,000. The number of mini-facelifts to remove jowls has also increased, as have ear correction operations. There will be many people reading this thinking that some folk have more money than sense. But why are such operations becoming more common for men?

Ivan Foo is a consultant plastic surgeon who works part-time for the NHS and at the Yorkshire Clinic, a private hospital that provides cosmetic surgery.

He says that men account for around 10 per cent of his patients. "There's definitely been a steady increase in the number of men having cosmetic surgery over the last five years or so.

"There's been a general increase in the demand for cosmetic surgery, and part of that demand has come from men. They are just as likely to be concerned about their appearance as women."

Mr Foo says that people have become more comfortable with the idea. "As more people have surgery, it has become more talked about. People openly
chat about the fact they've had work done."

So is there, perhaps, an element of keeping up with the Joneses?

"Cosmetic surgery is no longer just for the rich and famous. In the old days, it used to be film stars who had work done but now it's available and affordable to the ordinary man and woman in the street."

For some patients the ops are affordable only by cutting back on other expenditure; others finance surgery by taking out loans. "Just because a person perceives there's a problem, and they can afford it, doesn't mean that cosmetic surgery is necessarily the right answer. It may only be a minimal problem and not be worth the risk."

The risks involved in cosmetic surgery are fairly low, but as
with any surgery they do exist, says Mr Foo.

"People need to be aware of the recovery period, and also what's involved in these operations, because there is a danger that patients' expectations exceed what can realistically be achieved."

That is why he sometimes advises patients against surgery.

"If someone wanted breast reduction but they were overweight, then they would have to lose weight first. If their expectations were too high, or they weren't ready for it, or it was going to put too much financial pressure on them, I would advise them against the procedure."

Dr Kerri McPherson, chartered health psychologist at Glasgow Caledonian University, says having a nip or a tuck has become the norm rather than the exception. "Even just five years ago, something like a facelift was seen as being at the extreme end of the spectrum in terms of how far we would be prepared to go to make ourselves feel good.

"It's being marketed at men a lot more, so that men who perhaps have concerns about their body are now doing something about it, which didn't happen in the past.

"You just have to look at the upsurge in the number of men's health magazines to see that it's become normalised."

But Dr McPherson says the glossy image of cosmetic surgery belies the fact that it's likely to leave you black and blue.

"What people don't see is the recuperation period. They see the before and after pictures but they don't always understand exactly what's involved."

Some men clearly feel the risks, pain and bruises are worth it.

"The only evidence we have is that, for women, it's not had the effect they wanted. They might feel like a million dollars to begin with, but 12 months later they are still dissatisfied with their body. So it's likely that men will feel the same way."



Nip and tuck:
The male top five

1. Nose jobs

2. Eyelid surgery

3. Ear correction

4. Liposuction

5. Breast reduction

(Figures from the British Association of Aesthetic
Plastic Surgeons).