According to an article in the Los Angeles Times, a number of nonsurgical body contouring treatments promising to zap inches on your lunch hour has taken off recently, ushering a flood of new patients, many of them men, into doctors' offices.
"We are not talking about losing weight" with these treatments, says Dr. Grant Stevens, a Marina del Rey plastic surgeon whose practice does a booming business in cosmetic contouring. "This is about treating the bulges of fat that are resistant to diet and exercise."
Fat-zapping treatments have been a surprisingly big draw for men, who in 2012 accounted for a mere 9% of all cosmetic procedures, according to the American Society of Plastic Surgeons. Stevens estimates that 43% of his body contouring patients are men looking to rid themselves of love handles and male breast reduction, or "moobs."