Men are becoming ‘more image-conscious’

Men are becoming more image-conscious and seeking cosmetic surgery to look good, reported the Independent.

As an increasing number of males look to surgery in a bid to maintain a youthful appearance, the newspaper noted that many high-profile figures are becoming more open about treatments.

Silvio Berlusconi, the Italian prime minister, had his under-eye bags removed in 2004 and has also been rumoured to have had a facelift.

Ross Clarke of Live PR remarked: "Image is important for politicians in the age of electronic media.

"When they are on TV people will be paying more attention to what they look like than what is coming out of their mouths."

Another well-known face to have had cosmetic surgery is X-Factor judge Simon Cowell. He has openly admitted to using Botox and claims it is no more unusual than using toothpaste.

Rhinoplasty – nose jobs – were the top cosmetic surgery procedure among men last year, figures from the British Association of Aesthetic Plastic Surgeons noted.