Men's Use of Cosmetic Surgery and the Role of Traditional Masculinity Ideologies

The study examines the increasing trend of cosmetic surgery among men in Western countries, focusing on the influence of traditional masculinity ideologies (TMI). Conducted with 241 men from the German-speaking part of Europe, it found that 19.5% had undergone cosmetic surgery, with wrinkle treatment, eyelid correction, and head-hair transplants being the most common. The primary motivations were to feel better (72.3%) and look better (55.3%). A significant positive association was found between higher conformity to TMI and the likelihood of undergoing cosmetic surgery, suggesting that men use these procedures to assert power, success, dominance, and sexual success. The study also notes that men who undergo cosmetic surgery tend to be older, in committed relationships, and have higher incomes, with a higher likelihood among non-heterosexual men. The average expenditure on cosmetic procedures was 9,572 CHF.