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Whereas 10 years ago only five percent of plastic surgery patients were men, today up to 20 to 25 percent of all cosmetic procedures are performed on men. With incredible advances in plastic surgery and increasing socioeconomic pressure to look fit and young, more and more men are turning to surgical means to improve their appearance. Some cosmetic surgery professionals have responded by tailoring their work to men. Those who realize that changing their looks won't change their lives are the best candidates for surgical procedures.

William Binder, MD, agrees that more men than ever are having cosmetic work done. He's done numerous submalar augmentations and says that an increasing number of his patients are athletic men who run or otherwise spend a lot of time outdoors.

"They're caught in a bind," he says. "They feel great, but they look old before their time. The augmentation can change that."

His tip on having the procedure?

"Before you undergo it, make sure your surgeon discusses facial contouring around the implant. You want to make sure he's aware of the whole picture."