Anti-ageing fails to grow old

4-Sep-2013

The anti-ageing market continues to dominate across PR and ad spend in the UK

Even though PR is up by 17% and ad spend is down by 5% in the UK, the anti-ageing market continues to dominate across both media disciplines. Advertising for anti-ageing products, meanwhile, continues to outstrip moisturisers, which are in second place, at a rate of approximately 2:1.

The pursuit of perfection

The latest craze to hit the aesthetics market is “bottom-shaping” procedures for men. Speaking to the New York Times, Miami based plastic surgeon Constantino Mendieta said: “As men age, they tend to lose fat from their buttocks, faces and hands, while gaining it in stomachs and chests”. The procedure is priced from £2,500, with results lasting around three years.

The trend towards slim fit trousers has been cited as a key reason for prompting the trend, while fashion companies have also jumped on the trend by offering pain-free alternatives. Calvin Klein, for example, is introducing its Body Boost Butt Trunk for men, which incorporates support straps woven into the fabric of the boxer briefs for added lift and support.

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