George Clooney first called out ‘ball ironing’ in this Esquire column, writes Salon’s EJ Dickson.

Officially known as the ‘Male Laser Lift’, the procedure puts female grooming on a par with female grooming. According to Beauty Park Medical Spa, the $575 procedure uses the Pixel laser to even out skin tone, remove discoloration from ingrown hair, removes skin tags and provides overall tightening to the external skin. There’s no mession of scrotum rejuvenation, but founder Nurse Jamie says “Down there the skin ages, it’s a thinner skin like that around the eyes.”

Results only last for a month, and Nurse Jamie recommends at least six treatments.

According to the American Society of Aesthetic Plastic Surgery (ASAPS), nine percent of all cosmetic procedures done in 2011 were done on male patients, marking a 121 percent increase from 1997.’DC Butt Doctor’ Dr. Shlomo Widder says that he’s seeing more male patients than ever:

In line with the hottest plastic surgery trends for men, males are generally looking to be more defined all over. This year conventional boyish looks that grace the pages of an Abercrombie & Fitch catalog are out and manly, rugged features like those seen on the likes of Jon Hamm are in. As a result men are opting for chin implants, tummy tucks, breast reductions, and modified nose jobs, where the nose is trimmed back leaving small imperfection for a more natural look.

New York City-based plastic surgeon Dr. Stafford R. Broumad offers neck liposuction, for a more masculine facial definition.

“There’s less of a desire now for a conventionally beautiful white-bread face,” says Dr. Steven Teitelbaum, an associate professor of plastic surgery at UCLA School of Medicine. “People are embracing strong features like ethnic, non-traditional noses.” 

Dr. Michael Yaremchuk, a plastic surgeon and chief of craniofacial surgery at Massachusetts General Hospital, says he has more men clients than ever. Yaremchuk notes that about 30 percent of the people he sees for regenerative procedures like eye lifts and face lifts are men. In the category of structural alteratons like chin implants to complement a big nose a whopping 40 percent of clients are male.

The topic of the ‘female gaze’ is a subject of growing interest as scientific research confirms that women aren’t innately half as disinterested in sexual eroticism as culture or religion suggest. In fact, women are often consumed with raging sexual desire, which may be at the core of the male obsession with regulating female bodies.

Whether female eroticism translates to a preference for men with ‘tackle lifts’ is unproven.