The Metrosexual

By Paula Burkett
30th September 2010

 In the last decade attitudes towards men`s skincare have drastically changed.

More and more men’s products are on retail shelves and it is not uncommon to see men frequenting the salons that used to be exclusively for women and not ethical in many ways. Men have developed more of an interest in their appearance, which may be credited to people like David Beckham, Dan Carter and other prominent sporting celebrities.

Products such as anti-wrinkle creams, eye creams, moisturisers, cleansers, face masks and exfoliants have increased drastically. Surprisingly the majority of those purchases are being made by males under forty. With this market growth in mind, cosmetic companies have been scrambling to fill our retail counters with male-orientated grooming products. Spas now offer tailored services specifically designed for men and it is not uncommon to find them lying on a sun-bed or in a Doctor`s chair for Botox treatment.

The stereotypical male used to be a guy with male traits such as stubbornness, inability to listen or plan ahead, a desire to show off, a fascination with basic human functions – and whose idea of personal grooming comprised washing with soap and water, having a shave when absolutely necessary and possibly running a comb through his hair.

But the phrase, stereotypical male, evolved into a term that was coined “metrosexual” in 1994, recognised as being masculine yet also in touch with a feminine side. This man knows where all the best hairdressers, gyms, shops and clubs are. He is organised, well -dressed and well -groomed, not averse to the idea of owning personal grooming products (more commonly found in a female`s bathroom cabinet) and frequenting the beauty salon.

It is all about confidence and indulgence!

Not all men have embraced metrosexuality. There are some who still believe a traditionally masculine male does not focus on their physical appearance and fashion. These men have became known as “retrosexual” although this term is less commonly used.