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.

About the author: Dana Persia is Owner and Principal Consultant of DP Image Consulting, a company specializing in individual and corporate image consulting. For more information visit www.dpimageconsulting.com

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