The world places a high value on looking young and fit, that is why cosmetic surgery is up, and men are a big part of the increase. Today, more men are having cosmetic surgery to help them look younger and more attractive. Like their female counterparts, they have discovered the benefits of cosmetic surgery personally and professionally. Men seem to be changing their attitude about several previously reserved issues for women. The need to look youthful and dynamic, well into your 40s, 50s, and 60s, has led to men rethinking their attitudes to pills, diet, exercise, face-care products, and cosmetic surgery. In a society that values youth, 50-year-old executives compete with younger, fitter, and more competitive 30-year-olds, who are often willing to work harder, and for less money. On the home front, men also find they want to keep pace with younger-looking wives.