If
you compete for the bathroom mirror with your husband,
brother or boyfriend on a regular basis, you may be co-habitating
with a metrosexual, the term British journalist Mark
Simpson coined in 1994 to describe an urban male of any
sexual orientation (usually heterosexual) who has a strong
aesthetic sense and spends a great amount of time and
money on his appearance and lifestyle.
Sexuality has become irrelevant when it comes to looking
and feeling good, and in today’s competitive world,
looking your best often equates to dollar signs.
Men of
all sexualities are taking a greater interest in their
appearance. Marketers are dropping the “macho” approach
and tuning into a more fashion conscientious, product
savvy mentality of the new generation of men who prefer
the salon experience to a quick “shave and a haircut.”
Well-known
cosmetic empires along with the smaller, up and comers are
introducing skin care, fragrance and even makeup product
lines targeted to men who have a penchant for primping.
According to a well known cosmetics buyer, although there
have always been men who have taken great care of their
appearance, the strategy is to now appeal to the wider,
men’s market - in particular to young men - a market that
drives most of the growth in this industry.
Major
contributors to the boom in sales of men’s grooming
products include razors, hair gels, body washes and
deodorants. Other popular purchases include fragrances and
body sprays. Because men have also become concerned about
their skin and the effects of the sun, free radicals and
exposure to the elements, they too are now reaching for
skincare items such as moisturizers that target rashes
from shaving and over exposure, eye gels infused with
green tea and cucumber for puffiness, and “oil control”
sticks to easily target breakouts. But the latest trend is
makeup - yes, makeup for men.
Two
cosmetic giants have added products to their lines such as
concealers or “correctors,” marketed to men as “eye
treatments” or “serums” to make them sound a bit manlier.
One major manufacturer unabashedly launched a men’s line
complete with eyeliner concealer and bronzer. Industry
experts say they are doing well in the entertainment
industry, with actors and models buying up foundation,
concealer and powder for shaving nicks and shine. Eyeliner
is ultra hip with the younger club crowd.
Will
men wear makeup eventually? Who knows. Did we think they
would pierce their ears? Tint their hair? Wax their
eyebrows? No, but they are. They are indeed.
