An increasing number of men are getting the wrinkles on their genitals "ironed out," as part of a new Hollywood trend.
Earlier this year, George Clooney told Italy's Max magazine that he never "fixed" his eyes, but instead had spent "more money to stretch the skin of [his] testicles."
"I did not like the wrinkles. It's a new technique; many people in Hollywood have done it. It's called 'ball ironing,'" he told Max magazine in January.
Experts say "ball ironing" has become a raving success. Celebrity beautician Nurse Jamie, told Daily Mail that many men have opted for the "Tighten the Tackle" procedure after it was added to the list of services at her Santa Monica spa in 2012.
Nurse Jamie said that the $575 non-surgical treatment uses lasers to remove hair, erase wrinkles and correct discoloration on the scrotum.
She said that her male clients want to "keep their garden kept" and that the procedure is purely for aesthetic reasons.
"They thought the Brazilian bikini wax was crazy ten years ago and now it's just part of the process . . the tide is turning - don't knock it until you try it," Nurse Jamie told the Daily Mail. "Down there the skin ages, it's a thinner skin like that around the eyes."
Nurse Jamie said she decided to look into "tackle tightening" after she received numerous inquires from her clients.
"Men are becoming more comfortable with their grooming habits," she explained.
She said that she had a hard time coming up with a name for the novel cosmetic procedure and thought about giving it other names like "Ball Ironing", "Go Nuts" and "Laser Polish The Crown Jewels".
On her website beautyparkspa.com, the procedure is more subtly called the "Male Laser Lift". The website explains that the procedure "evens out skin tone, removes discoloration from ingrown hairs, removes skin tags and provides overall tightening to the external skin. You know where..."
The procedure takes a little more than an hour and results can last up to four weeks. She recommends that each client goes for at least six sessions.
Nurse Jamie said that her male clientele has shot up from 15 percent of her total patients to 40 percent. She said that her male clients pay on average $900 a visit for various services, which is considerably more than her female clients.
Nurse Jamie believes that her "Tighten the Tackle" procedure will become even more popular as people realized "it's not as strange as it sounds".
This year wasn't the first time Clooney touched on the subject of "ball ironing". In 2008, the celebrity heartthrob told Esquire magazine that he got his balls "unwrinkled".
"I did get my balls done, though. I got them unwrinkled. It's the new thing in Hollywood -- ball ironing," he said.