Women aren't the only ones succumbing to the pressures of beauty by utilizing plastic surgery as a quick fix as men are also frequently influenced to do the same. The latest plastic surgery fad to make headlines Thursday, however, is a whitening procedure designated for male genitalia.

More than 100 men each month are flocking to the Lelux Hospital, a medical facility that specializes in plastic surgery, in Bangkok, Thailand, to receive penis whitening service. The clinic started offering the service six months ago, which blares lasers on the groin in an effort to make its overall tone multiple shades lighter, Metro reported.

"These days a lot of people are asking about it," Bunthita Wattanasiri, manager for the skin and laser department at the clinic, said to the Agence France-Presse. "We have to be careful because it’s a sensitive part of the body."

"'I think it's a good market to enter so we offer the ultimate body treatment to our clients, either men and women," Wattanasiri added.

The Lelux Hospital began to offer the service after a man entered the clinic to complain about a dark spot he had on his groin. The five-session treatment gained media attention Thursday following the facility's release of images that depicted a patient undergoing the skin-lightening procedure, the Daily Mail reported.

The majority of clients that request the $650 procedure, however, are between 22 and 55 years of age. The treatment has become a topic of conversation among social media users, with many appearing to be seemingly baffled that it exists.

The Lelux Hospital revealed in October 2017 that it would begin to offer a "3D Vagina" procedure. This treatment allowed for women to have their own fat sucked out and then reinjected into their genital region, which would ultimately aid in creating a fuller look.

Skin whitening treatments are no new phenomenon in Asian countries like Thailand, a country that boasts an assortment of advertisements promoting whiter skin. Whiter skin doesn't necessarily need to be achieved through a cosmetic procedure in Thailand as many have used face washes, lotions and even vaginal creams.

"Thai society wants to be a part of international society, so ideas of beauty are transferred from the West to Thailand as well," Yukti Mukdawijitra, a professor of sociology and anthropology at Thammasat University, said in 2016 to CNN. "Those who look Western, those who are white, those who have bodies that look like Westerners', become preferable — in a way, people in Thailand internalize a colonial attitude into themselves."

RELATED STORIES
Thailand