SAN DIEGO (KGTV) - Some San Diegans are paying big bucks to look their best just in time for summer.
Botox has been a procedure long geared towards women, but now some men are using the treatment to get rid of their wrinkles.
Alex Barenblit just got received first Botox treatment at Art of Skin MD in Solana Beach. He spends a lot of time by the pool and on the basketball court, and he said all that sun is taking a toll.
"I feel like my face has gotten a little rundown," he said. "So if I can do something and keep up the maintenance, that'd be awesome."
Barenblit isn't alone in opting for Botox. The American Society of Plastic Surgeons says nearly 450,000 men got the injections last year -- up 4 percent from 2015.
The average cost is about $385, but Groupon can help with discounts.
Dermatologist Dr. Melanie Palm, medical director at Art of Skin, said she sees more male patients as a generational change.
"I don't think it's a big secret, in terms of most women, if they get Botox," she said. "I think we're seeing that same curve with men; it's just a little bit later."
Women still make up about 90 percent of the Botox patients, and the American Society of Plastic Surgeons reports Americans spent nearly $3 billion on the minimally invasive procedure last year.