Brotox is with you – Style – Kommersant
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Kommersant Style tells how interest in the most popular injectable drug is changing in the most conservative environment.
The unexpected happened. In August, 33-year-old singer Joe Jonas became the ambassador of Xeomin, a well-known brand of botulinum toxin. For the first time in the existence of the cosmetic industry, a man began to present such a cosmetic product – note that this is not about perfume, not about a new cream, but about something that will save the skin from wrinkles.
For those who are not in the know, let’s explain that botulinum toxin (or the trademark “Botox”, which has become a household name) is an organic poison drug that temporarily blocks nerve endings, which leads to muscle relaxation. Over the 30 years of its existence, the global turnover of Botox has become a billion. According to the American Society of Plastic Surgeons, Botox injections have become the most popular cosmetic procedure in 2020. Despite the fact that Botox is still more in demand among women (4 million versus 250 thousand worldwide), men are also showing interest in it. True, in the male environment it is called differently – brotox (from the English slang “bro” (bro) and “botox”).
Brotox has its own characteristics. “Men’s skin is unforgiving – it’s thicker and denser. If you relax it with Botox not according to indications, then you can get the effect of a “polished slab”, and a sardonic smile will appear, when only the lower third of the face smiles separately, and the facial muscles of the eyelids and forehead remain motionless,” says Andrey Iskornev, plastic surgeon, chief Platinental clinic doctor. “Therefore, for men, it is better to use the mesobotox technique, that is, the introduction of a very small, but very concentrated amount of the drug.” He notes that with deep furrows and excess skin on the forehead, injections will not help.
Another difference is in the desired result. Ella Myakota, cosmetologist at the Real Clinic clinic, notes that women, as a rule, want to get a “wide open look”, a raised eyebrow line, while men do not accept facial feminization, so work with them is based on other principles.
Today, Botox is popular with young people aged 20-29 (it’s a preventive measure for those who want to delay the onset of signs of age), and its use among older men is still stigmatized. Famous people “40 plus” rarely talk about it openly. Botox is suspected, for example, by Tom Cruise, Brad Pitt, Elon Musk and Jeff Bezos, who deny such manipulations, although their results are quite obvious.
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