Any cosmetics or personal care company that wasn’t quick to jump on the metrosexual trend might be feeling some regret right now. According to published report a slew of new products made for men are set to hit the market. This is in keeping with strong sales trends since these companies started to court male customers.

Procter & Gamble’s shaving brand Gillette is one such company looking to bring something new to the table. Another big name looking to capitalize on the trend is Unilever through its well known Dove brand.

Interestingly, there is a current push to completely ignore the use of the word ‘metrosexual.’ Some personal care companies feel that men view the label in a negative light. The current male grooming trend has been largely driven by the signing of male celebrity endorsers.