Maclean's July 8, 1996
by Patricia Chisholm

In the United States, an estimated $3.5 billion was spent on cosmetic surgery in 1994, up from $2.6 billion in 1992. While similar statistics are not kept in Canada, surgeons say the increase is roughly parallel to the 35 - per cent jump south of the border [Canadian border]. And a growing proportion of patients are men, getting everything from hair transplants to [private parts] enlargements; the number of male clients has more than doubled over the past two decades, to between a quarter and a third of the total.

...Yet plastic surgeons say their patients come from virtually all classes and occupations, from actors to real estate agents to waitresses. And while the first of the baby boomers are turning 50 only this year [1996] - too young to create lineups for lifts and liposuction - forcasters predict that in this area as well, the boomers may soon push demand to historic highs.

'It's very rough on people who are less attractive. They can be discriminated against in areas like employment, and it has nothing to do with merit.' Few know that better than middle-aged men, downsized out of a job and facing stiff competition from younger smooth-cheeked candidates. 'Experience and competence don't count for much any more, because there are so many competent people out there,' says Toronto image consultant Roz Usheroff, who works with major outplacement firms like Price Waterhous. 'People aren't being hired and promoted because they are better. It's because they look current.'

Most men, expecially businessmen, would not admit to an eyelid lift, liposuction or hair transplant. Often, though, there is not much more behind male motivation than the biblical bad guy, vanity.

'In the past, just being a man was enough to feel powerful and attractive,' Philip Rodgers muses. 'But in the late 20th century, new ideals of beauty are compelling men to have plastic surgery, too.'

Peter Adamson, president-elect of the American Academy of Facial Plastic and Reconstructive Surgery...says that Rhinoplasty is the procedure most commonly performed by head and neck surgeons, and it is one of the most difficult to get right. Problems can include removal of too much bone and cartilage, leaving a bridge or tip that is too narrow. But the risks may be worth it. According to Adamson, a good rhinoplasty can help teenagers stop obsessing about their faces or encourage shy adults to enter into relationships or pursue new jobs.

Lloyd Carlsen, who operates the only cosmetic surgery hospital in North America as well as a popular clinic in the Cayman Islands, says that older couples like to come to his Cayman Islands clinic together, turning their dual face-lifts into a Caribbean holiday far from prying eyes.

...C.R. Dilkie, who manages rental properties, is no stranger to the knife either. He underwent a nose job in 1966, a full face lift 10 years ago, a chemical peel in 1994, a second face-lift last year. 'It's the best thing since sliced bread,' C.R. says. 'Anything you can do to make yourself feel better - do it. Never mind spending money on drinking and smoking - spend it on a face-lift.'