The FINANCIAL — Being handsome is becoming more and more of a topical issue with Georgian men, who in the past never used to visit beauty salons.
The FINANCIAL — Being handsome is becoming more and more of a topical issue with Georgian men, who in the past never used to visit beauty salons.
The mentality is changing with the times and Georgian men are realising that being good-looking is not only important for women, but for them as well.
Lasha, 21, is preparing to undergo a rhinoplasty. He is a student and has thought about having the operation for a long time.
“Why shouldn’t I look good? I can’t understand people who think that shaving alone is enough to make one look good,” Lasha said. “I will soon be having a nose job. I am fairly fit and active, I exercise regularly, but even so, if I ever develop a belly I will definitely have plastic surgery done on my abdomen.”
Rhinoplasty, auriculoplasty, liposuction, abdominoplasty, CEREC – reconstruction of the teeth and prosthetics, lingual brackets – fixed on the teeth from the tongue’s side, teeth whitening, thermage anti-aging therapy, and laser hair removal are the most popular procedures among male customers at Medi. The clinic claims that the number of male clients is increasing significantly.
“Every month we have 10-15 thousand clients across all fourteen of our branches,” Lia Sonishvili General Director of Medi, told The FINANCIAL. “15-20 percent of the whole amount of our customers, which is about 2,500, are men. We have about 15 percent annual growth of male customers.”
“Men in this country don’t feel shy about taking care of their appearance any more. About two years ago they started visiting centres of beauty and correction intensively. Before then only a few men dared to have plastic surgery. Medi is oriented on both male and female customers, but we are planning to strengthen our men’s line. Demand shows us that it is necessary.”
Prices of procedures for men don’t differ from those for women. The price of any plastic surgery procedure at Medi is set individually and does not depend solely on gender. The price of a rhinoplasty starts from GEL 1,800, auriculoplasty – GEL 1,200 (for both ears) and abdominoplasty varies from GEL 2,000 to 5,000 depending on the specific case.
Medi also offers a Plasma Lifting procedure which stops hair loss as well as helps new hair grow in. This is very much in demand among men.
Men of 20-25 are the main ones having plastic surgery operations including rhino and auriculo-plastys. After 30 they generally want anti-hair loss procedures. Thermage is popular with men over 35.
Laser epilation is becoming more and more popular among men in Tbilisi. Sonishvili claims that they have male clients every day. Men mainly have epilation done on their neck, back and chest. “Whereas in the past men would hide the fact that they had had any hair removal done, they are not ashamed to admit it anymore,” she added.
Beauty salons have increased numbers of male customers having manicures, pedicures and hair dye jobs. Manicurist Diana Bejanova, from beauty salon Natali, said that more men want to get a manicure and pedicure than want to colour their hair. “Only three male clients colour their hair on average per month. But in terms of manicures and pedicures, the number of male and female clients is almost the same. This service costs 15 GEL. Also our cosmetician has lots of male clients. Among our clients mostly albino and homosexual males colour their hair. GEL 35-40 is how much it costs to colour one’s hair. However lots of them want highlights which cost GEL 35-40 GEL. The prices are lower for men because they generally have shorter hair,” said Bejanova.
Men getting manicures in Tbilisi is more common nowadays. Whereas before only men of high social classes would have them, now the average Tbilisian man can get a manicure and it is not considered strange anymore.
“I always get a manicure. At the beginning everyone looked at me strangely, assuming that I was gay. It was awful. I had resistance even from within my family. But now everyone is getting used to it. Our mentality is changing and everyone is beginning to realize that men can have a manicure or even plastic surgery, without it being strange,” said Goga Gagoshidze, 27.
Care products for men are sold in big supermarket chains as well as small perfume boutiques. Consultants say that sales of men’s products are on the rise. Hand and face creams as well as shampoos are most in demand. In winter demand for moisturising creams grows the same as it does with women.
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