Male patients will most often approach the specialist in aesthetic medicine with a definitive defect, which they wish to correct, and having approached a specialist, they tend to place their complete trust in them. Male patients are not concerned about the cost of a procedure, as long as they make the payment themselves they have no need to explain why they have spent the money. They are motivated by procedures, the effects of which will be felt for a long period and be more long-lasting and workable 2. Men prefer to be in control, and any situation in which they lose such control may be problematic for them. They are wary of treatment and the subsequent result of such treatment, preferring to undergo procedures without pain or complications. They also like to see an immediate result.

The preference of the male patient is to look healthy and muscular, and not just younger or more attractive, which is in contrast to women. Treatment for men is quicker and more radical.

Figure 2 Minimum programme for the female patient (A) before and (B) after 2 ml monophasic high cohesivity and viscosity hyaluronic acid filler in mid-face, 0.8 ml of hyaluronic acid of medium viscosity in nasolabial foldes, marionettes, and lips

Figure 2 Minimum programme for the female patient (A) before and (B) after 2 ml monophasic high cohesivity and viscosity hyaluronic acid filler in mid-face, 0.8 ml of hyaluronic acid of medium viscosity in nasolabial foldes, marionettes, and lips

Treatment for women is different — not so radical, more preventive, and the result may not be so noticeable — but the treatment can be more aggressive, and with a longer duration because women are more tolerant to pain and prepared for a longer period of rehabilitation.

The priority areas for correction for the female face are the cheekbone area, the upper face, and the lips. For the male face the priority areas will be the cheeks, the lower face, chin, and mandibular line.

Volume restoration for the female face

There are two main goals of treatment; the first of which is to remove the markers of ageing, such as volume loss, grooves, and folds; the second being the ‘beauti-phi-cation’ of the face to make it more attractive7. The ‘beauti-phi-cation’ of the face is to bring the proportions of the face closer to those of the ‘Beauty Mask’,  based  on ‘phi’ and the Golden Decagon Matrix, which was described by Stephen Marquardt4.

The beautiful face for a woman is youthful with a heart-shaped form, the ‘triangle of youth’, and ideal mid-face. The ideal female face is characterised by the ovoid form of the mid-cheek area with an eccentric apex located high on the mid-face, below and lateral to the lateral canthus.

Volume restoration for the male face

There are also two main goals for male treatment; the first is to refresh the face, the second being not to recreate the ideal face of a man, but to make the face appear healthy and more muscular.

[pull_quote align=”right” ]The ideal female face is characterised by the ovoid form of the mid-cheek area with an eccentric apex located high on the mid-face, below and lateral to the lateral canthus[/pull_quote]

The ideal male face has a mid-cheek with an anteromedial fullness, wider based malar prominence, and with the apex being more medial and flatter. Projected cheekbones are considered a feminine trait. The male face is square and the jaw is strong. A mandibular projection is considered more acceptable 7. Lifting or volume restoration of the cheek area, volumisation of the chin, and the recreation of the mandibular line help to achieve a fresh and muscular outcome for men. It is very important to explain all the nuances of a procedure to the male patient. Volume restoration of the male face does not feminise the face in any way.

There are two strategies of treatment for both genders, these are the minimum and optimal programmes. The indications for a minimum programme include a patient’s first treatment or a worried patient who does not want to change much. For any patient like this, it is possible to offer treatment in accordance with the LIFT© Concept (Less Invasive Facial Treatment), which is designed to be performed using fewer injections, less product, but with the same result of regaining a youthful look, which is in many cases more natural 8,9.

The optimal programme includes the volume restoration of all areas, taking into account facial asymmetry. The stages of the procedure are:

  • Correct facial analysis
  • Determine priority areas for correction
  • Choose the product for volume restoration in accordance with rheological characteristics of the product and the anatomical peculiarity of the area for correction
  • Perform volumisation in a staged process, during which it is not necessary to strive to achieve the effect of a complete correction for the male patient (a levelling of the contours, the smoothing of folds and wrinkles), thus avoiding a feminisation of the face.