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Every Father's Day, we get bombarded with ads encouraging us to buy the most stereotypical gifts for the fathers in our lives: grills, ties, shaving kits, golf accessories. What if your gift bucked convention instead? For a limited time, you can book a free Botox treatment (of one area) for a father in your life, and we'll give you 15% off of skincare products, too.

Yep, you read that right, free Botox. You can even call it "Brotox" if you want it to sound more masculine. Really, though, it's about time we let go of the notion that men don't care about their appearance. Why else would our grandfathers have tried terrible shoe-polish hair dye and gel? What were they doing in those wigs and ruffles in the 18th century?

But sure, in several segments of modern history, men were supposed to act like they don't care. In terms of aging, they've been encouraged to go gray and bald, and show the lines of their smiles and frowns, even while women tried to hide theirs. All that has been changing rapidly over the past couple of decades. According to the American Society of Plastic Surgeons, minimally invasive cosmetic procedures for men went up 72% from 2000-2017, and Botox injections rose 381% in that same time period.

That dramatic increase is due to a few factors, some of which you can probably guess. Some men embraced the end of the stigma of taking care of their looks around the time the term "metrosexual" was being thrown around in the early aughts. Then there was the advent of social media and selfie culture, which provides us with quite a lot of visual proof about any signs of aging.

Unfortunately, with the rise of the digital era has also come with ageism in the workplace. Some employers (mistakenly) believe that younger workers are better able to adapt to changing technologies, and so where men once enjoyed the benefits of looking older and wiser, they might instead get an edge by shaving 10 years off their age.

But on the positive side, people are also learning that taking care of themselves physically makes them feel better mentally. With that comes a wider acceptance of the many ways men and women can do that for themselves.

Like with women, men do still face the fear that they'll be judged for having work done on their faces. That's why it's important to go to a professional who knows the art of subtlety. When a treatment like Botox is done well, others will assume you're very well-rested and relaxed, not getting help from a needle.

Still, we know Botox isn't necessarily the right gift for every dad out there. You might instead decide to treat them to a deep-cleansing Hydrafacial, or something to rejuvenate the surface of the skin such as Halo laser, microneedling, or BBL photofacial. Their issues might also be more suited to dermal fillers, Kybella, or SkinTyte. (Our Father's Day promo is only for free Botox, however.)

So go on, let the dads in your life know they deserve a little pick-me-up when they want it. After all, there are only so many shaving kits a guy can use.

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