At Marina ManLand near the Los Angeles airport, plastic surgeon Grant Stevens advertises his sports bar-like practice with an image of a man on a leather couch, having a highball and smoking a cigar. It seems to be working: Stevens claims he is "doing more male surgery than ever before in my entire career."

ManLand is emblematic as the distributors of drugs such as Botox, Dysport and Xeomin step up their efforts to sell cosmetic drugs to men. None may be more prominent than Allergan's push to market what the media has dubbed Brotox. In April, the drugmaker rolled out print, television and social media ads during baseball games and the Stanley Cup finals in attempt to lure male customers.
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