February 23, 2012 - BROTOX a phenomenon popular in Tampa Bay

More men refreshing their appearances with facial fillers than ever before

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Tampa, Fl. – According to the Urban Dictionary, a “Bromance” describes the complicated love and affection shared by two straight males.  Now, there’s a new term, “Brotox”– and it’s become increasingly popular throughout Tampa Bay.  Brotox describes the phenomenon of “men’s men” refreshing their facial appearances with Botox and other popular facial fillers like Dysport, Radiesse, Sculptra, Xeomin, Perlane and more – something this demographic might have historically shied away from.  But that’s not necessarily the case anymore.  Visits to facial plastic surgery practice, Image Lift, are up and they’re seeing men of all ages becoming more open about refreshing their appearances – and come of the reasons they are doing it may be surprising.  Their woman are gifting these cosmetic procedures!


“One of society’s greatest myths may be that women are the only ones concerned about their appearances,” says Dr. Richard Castellano, a double board certified facial plastic surgeon and creator of Image Lift.  “Naturally, we often hear women complaining about fine lines and wrinkles and expressing their serious desire in looking more youthful.  However, we’re intrigued about seeing more male patients than we ever have over the last several month.  More and more, girlfriends and wives are giving the gift of less wrinkles and more volume.”

According to the American Society of Plastic Surgeons, more than 300,000 men injected Botox alone last year, a 10% increase over the year before and a 258% increase since 2000!  “I only expect that number to rise,” states Dr. Castellano.  “In addition to being encouraged by their female counterparts to get “Brotoxed,” we can only assume the weaker job market and economy are also driving men to invest in non-invasive facial rejuvenation procedures like fillers.”  And it’s not just facial fillers that men are turning to for a refreshed appearance – more than 160,000 men underwent laser skin resurfacing in 2010, a nearly 20% increase over the year before.  Men are also taking notice of other facial injectables.  Sculptra Aesthetic, a long lasting facial filler that delivers subtle results over time and helps the body replace lost collagen, saw a 36% increase in male patients over the last year.  Image Lift also reported an increase in male patients for their popular minimally invasive facelift procedure that delivers age appropriate, natural looking results – not the overstretched look for which many celebrities are infamous. 

So, exactly what kinds of men are choosing a more youthful appearance through the “Brotox” affect?  Well, it’s not always your typical metrosexual or consummate manscaper.  Men of all ages and lifestyle backgrounds are choosing to soften their aged looks and freshen their appearances.  “It may be that they are searching for their soul mate, want to score a new job or just need that confidence boost back,” offers Dr. Castellano.  “No matter the reason, it’s nice to see more men becoming interested in looking and feeling their best.  Let’s face it, first impressions count and they count big.”

While more than one million men opted for some type of cosmetic surgery over the past year, that number is expected to increase.  Dr. Castellano’s best advice to men is the same as it is for women, “Do your research and choose a board certified cosmetic surgeon whose only objective is to help you look as young as you feel, not overdone.”

To interview Dr. Castellano about the rising Brotox trend and for live demonstrations with a Brotox-er, please contact Kelly Diedring Harris at (727) 744-9894 or [email protected].

*Dr. Castellano is happy to perform live in-studio demonstrations and you are invited to photograph or video live procedures and interview Image Lift patients* 

Dr. Richard Castellano

About Image Lift and Dr. Richard Castellano: 
The Image Lift Experience is the creation of Richard Castellano, MD, a Double Board Certified Facial Plastic Surgeon with the American Board of Facial Plastic and Reconstructive Surgery and the American Board of Otolaryngology in Head and Neck Surgery. Based in Tampa, Florida, Dr. Castellano has performed over 3,500 facelifts, mini-­‐lifts and eyelifts making him one of the most experienced facial plastic surgeons in the United States today. Through the Image Lift technique, Dr. Castellano has developed a specialized approach that allows each patient to undergo their own individual personal transformation, while maintaining their natural appearance and looking more youthful. He is well known for delivering world-­‐class care to his patients and he utilizes his extensive experience in office-­‐based facial plastic surgery to ensure the very best outcomes. For more information, visit www.ImageLift.com or call (888) 789‐4624.