NEW YORK (CBSNewYork)– As a proven wrinkle eraser, Botox is a go-to treatment for millions of women. Now, more and more men are opting for the cosmetic procedure and making it a “brotox” party.

A band of men marched into the office of a plastic surgeon for the all-male version of a Botox party, CBS2’s Kristine Johnson reports.

The chair in this doctor’s office is brotox party central as men are injected with Botox to smooth out wrinkles on their forehead and around their eyes — and making an occasion of it.

“I think by having a group of people here, it changes the dynamic — making it more comfortable for everybody — and we kind of like make it more fun instead of so clinical,” patient Jasen Kaplan told CBS2.

A Botox party is nothing new, except that until recently it was usually the women’s domain.

“What we are trying to break is that stereotype that it’s only for women. Why can’t guys do it as well? I mean, we want to look good as well and we want to have fun too,” Gregory Russell said.

And as men move further into the world of cosmetic procedures, first time brotoxer Jason Preston appreciates the support.

“It’s better that I know, like, I come with a group of people,” Preston said.

So does brother-in-botox Gregory Russell.

“You kind of have an audience of your friends when you come out of the door after getting it done to kind of be like, you know, like clapping, and like oohing,” Russell said.

“I think it’s driven by social media to a large extent. It’s also representative of a tremendous increase, 20 percent increase, from last year to this year of injectibles such as Botox,” Dr. Z. Paul Lorenc said.

In fact, Dr. Lorenc said more than 6 million people had the minimally invasive procedure last year, about 10 percent of them men.

“Aesthetic procedures have become much more open. Everyone is talking about it, it’s all over the news, it’s in the press, it’s on TV — it’s much more common place,” he said.

But even with the growing trend of brotox parties, Lorenc said certain rules still apply.

“We take it very seriously what I do here. Even though we do accept brotox parties, we don’t serve any alcohol,” he said.

So the party relocated after they are all done.

“After a botox party we always go out for drinks because I feel like we feel fresh, we feel good, we feel rejuvenated and we want to party,” one patient said.

For all it’s wrinkle-fighting success, Botox is still a toxin made from the bacteria that cause botulism. So whatever party atmosphere there is, it should always be administered in a proper medical setting by trained professionals.

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