A full head of hair, a fresh look, a trained body – today’s man cares about his appearance, plays sport, watches his figure, treats himself to the occasional wellness session and uses high-quality cosmetics. For his own wellbeing, but also in the knowledge that a youthful, vital appearance promises success in professional and private life. Yet despite much effort and iron will, only the fewest men reach the ideal image – be it the one from adverts and films or their own. The reason: genetics and the natural ageing process thwart men and women alike.
Over time the hair thins or falls out, wrinkles form on the forehead, the eye area looks tired and the belly could be firmer. More and more men therefore seek professional advice and treatment – without aiming for too radical a change. “Men often want to keep their typical wrinkles and features but still look fresher, for instance by reducing the frown line,” says Nic Liotta, manager of the Gentlemen’s Clinic, which opened in Zurich in 2014. It is the world’s first aesthetic lifestyle clinic specialising in outpatient, minimally invasive treatments exclusively for men – meeting the rising demand for male beauty services.
“Changes That Don’t Stand Out”
MEN: Mr Liotta, your clinic treats men exclusively. Why?
Nic Liotta: Before the Gentlemen’s Clinic, men had no place where they were treated exclusively. They appreciate being among themselves in the waiting room – with us, a lounge. And that we really focus on the man and his needs and know exactly what we’re doing.
Who comes to you?
Our guests are a colourful mix: from managers and logisticians to carpenters, with an age range from 18 to 78. It’s not uncommon for even older gentlemen to want certain “optimisations”.
Which “flaws” do your clients most often want corrected?
Men most often want small changes that no one directly notices. Filling in receding hairlines and gaps in the beard or smoothing fine lines are among the most popular procedures; fillers and Botox are often used to soften wrinkles. But age and maturity should fundamentally remain visible – even receding hairlines usually shouldn’t disappear entirely. The aim is a slightly rejuvenated, fresher look.
Do you sometimes have to refuse a treatment?
Yes, there are always unnatural wishes we won’t carry out. We don’t want to create cat eyes or hairlines that are too low, but natural results that suit the client.
Are the treatments one-offs, or do your clients return?
Most who come for minimally invasive procedures such as Botox and filler treatments have them done regularly. Other interventions, such as gynecomastia – surgery on the male breast – are one-offs. Often, though, after a one-time treatment clients also become interested in something else, such as wrinkle reduction with Botox.
Which treatment has been particularly in demand lately?
Minimally invasive facial treatments – chin and nose-tip corrections with injections – are clearly on trend. But treatments in the intimate area are no longer taboo either and show rising demand.
The Gentlemen’s Clinic, Utoquai 39, 8008 Zurich, tel. 044 550 05 00, gentlemensclinic.ch
This article appeared in MEN issue 1/22 (May 2022).
