Men are facing similar pressures as women to look good and it is contributing to a rise in the numbers having cosmetic surgery, experts say.
Cosmetic surgery is increasing in popularity among men
The Men's Health Forum said advertising and the media were reinforcing the stereotypes that men needed to be athletic-looking and toned.
It comes as figures show the number of men over 50 having cosmetic surgery has risen more than 140% in five years.
Liposuction comes out top as the favourite procedure.
One in four of all liposuction operations carried out by The Harley Medical Group is now on men, the firm said.
The procedure costs around £3,700 and needs one week off work in recovery time.
Of operations carried out on men aged 50 and over, some 24% involve liposuction to areas like the abdomen, chest and chin.
One in five operations is to remove eye bags, called a blepharoplasty, while facelifts account for 14% of procedures, nose jobs for 11% and tummy tucks for 8%.
Neck lifts add up to 7% of procedures on men over 50, brow lifts account for 5%, chin implants for 3% and ear surgery for 2%.
Peter Baker, chief executive of the Men's Health Forum, said: "I think this shows that there is an increasing problem with men putting on more weight.
"Many men need to eat more healthily and do more exercise. But the rise is also to do with the increasing pressures men now face.
"Since the late 80s and early 90s, the message to men is that they have to look good.
"We constantly see images of men with six-packs and toned bodies on the front of magazines and on TV.
"It is similar to what women have had to put up with for much longer, although it is not yet as bad. It is unhelpful."
And Liz Dale, director of the Harley Medical Group, said: "The idea of men letting themselves go with increased age is no longer accurate."