Women in the public eye are under the constant scrutiny of the press, and it’s often shocking what lengths they will go to, in order to remain youthful and appealing, but it might surprise you to learn that men can be just as insecure about their looks. Simon Cowell recently admitted to experimenting with dermal fillers, and David Hasselhoff has made no secret of his cosmetic enhancements, but now it seems that men who aren’t famous are taking advantage of anti-aging treatments as well.

‘Bro-tox’, as it has been dubbed in America, refers to men of all ages undergoing Botox treatment, and it’s really taking off; over 300,000 men in the USA had filler injections last year, and the trend shows no signs of slowing down. A recent feature on Good Morning America put a group of ordinary working men in the spotlight, and the results were impressive.

38-year-old Marc, from Detroit, was shocked when his wife presented him with a gift voucher for Botox at Christmas, but was pleasantly surprised by the outcome. Another participant, Johnny Markoudakis, was also thrilled with how he looked after undergoing treatment, saying ‘I love it. It’s only been a week, but people are telling me I look less stressed.’

Plastic surgeon Dr Anthony Griffin explained that the pressure to appear younger and fitter wasn’t something just women experienced; ‘It’s still a competition in our society for looks and, you know, better-looking men get paid more, and they get prettier girls.’