. >> reporter: and psychologist david swanson says there is a connection between looks and success. >o are taller. men who are more attractive tend to be more successful in the dating world and in the workplace. which is why a lot of them turn to plastic surgery. >> reporter: as boomers fight to survive in the board room face-lifts have gone up 14% in men. among the most popular procedures, pinning ears back, liposuction, eyelid surgery and getting leg veins removed. all in an effort to boost self-esteem, and that's powerful medicine. >> i see everyone from construction workers and students and teachers and athletes. i'm seeing it all now. >> close your eyes. >> reporter: according to the american society of plastic surgeons, in 2010, 1.1 million men opted for cosmetic pro-feed yours. >> it refreshes your image, you know, in front of other people. you're like a younger, you know, better-looking person. >> reporter: along with erasing wrinkles, the stigma of admitting you had cosmetic surgery is also fading away. >> i'm not embarrassed about it. and i'm open with the procedures. people