WASHINGTON (WUSA) -- We all want to put our best face forward and slow down the aging process. Well, more and more men are embracing that mentality, too.
According to recent surveys, more men are opting for cosmetic procedures.
Vernon Martin opted for Botox. He told us, it felt "like a little pinch. It didn't hurt like I thought. I didn't see horrific things I saw on television. People had like knots on their heads. "
Month after month Vernon Martin started to look a little different, a smidge younger. His friends couldn't put their fingers on it and wanted to know his secret.
"A year ago, I was a little nervous. You know, I was feeling some kind of way about being over 40. And I was looking at people who were my age who looked bad," shared Martin.
Days before a big awards ceremony Vernon decided to do something non-invasive and not so painful, something that would take care of his problem area.
Martin said, "I've had about three frown lines deep."
Doctor Monte Harris says the botulinum toxin freezes the muscles that make the frown lines, and the forehead stays smooth. It's not a dramatic change from last year, but Dr. Harris says that's why men like it.
"One of the biggest concerns is that they don't want to look different; they don't want it to look noticeable in a significant way. So when we look at some surgical options, they've seen some of the extremes of what surgery on men could be," said Dr. Harris.
The American Society of Plastic Surgeons tracked Botox procedures among men between 2000 and 2010 and found that nearly 340,000 men chose Botox over any other cosmetic enhancement procedure.
"It's really growing. When we look at the recent stats, probably over a million cosmetic procedures were done on men in 2011. And those numbers have grown. Probably as far as increased demand over 100% growth since the late 90s," stated Dr. Harris.
Vernon Martin believes the numbers are up because men are caring less about stereotypes and more about the way they look to the world
Martin said, "I think men think that now that we are of the age of the metrosexual, men are like whatever I don't care. I'm just going to do it."
Botox takes up to 5 days to have its full effect. Bumps or bruises at the injection site are common but go away after a few days.
The procedure can run anywhere from $300 to $500, depending on how many units of Botox are used.