Metrosexuals: the Essence of Male Grooming

In today’s fast paced, and modern society I found myself searching for the definition of the term “Metro sexuality” What exactly does this term mean? The stereotypical male is associated with high levels of masculinity and he is generally not too focused on appearance or “feminine toiletries”.

New studies have shown that in recent years, men have developed an increased interest in their appearance. Maybe icons such as David Beckham and Jude Law have influenced the formal male stereotype. David Beckham represents a masculine sportsman who, despite his masculinity, is also very much in touch with his” feminine side”. Beckham is often seen with various new hairstyles, he has also been spotted wearing colourful sarongs and nail varnish.

Today products such as moisturisers, anti wrinkle creams, hair styling products, bronzers, shaving foams and deodorants have all expanded in sales. Last year the research company Data monitor found that British men today spend £1.3 billion a year on grooming products. The overwhelming majority of those purchases are being made by men under 40 who spend £111 a year each on personal beauty products. This is only £27 a year less than what women in the same age bracket would spend!

The past decade has shown a general explosion in the interest of men's health, which includes caring for the skin. Face masks, exfoliants, cleansers and moisturizers have today been added to the former 'traditional' products and just “soap and water”. With the rapid expansion of growth of beauty products amongst younger men, cosmetics giants such as L’Oreal and Novae have been rushing to stock their shelves in cosmetic departments such as Boots, with male hair and face care products.

Not only has the usage and sale of men’s grooming products recently expanded, but also the growth and discovery of men’s grooming salons. Male beauty parlours and spa’s are now offering treatment such as waxing, facials, manicure, massages and even Botox injections!. The traditional spa and beauty treatments, once the exclusive domain of women, are now gaining acceptance and are becoming just as popular amongst males.

With the rise of this new generation’s vanity and the creation of today’s modern man, I found what was to be described as the new kind of male. A male more concerned about taking care of himself, a male not afraid of pampering himself, buying grooming products, or having facials. This has been coined by the new term “Metro sexual”.

The typical metro sexual is a young man with money to spend, living in or within easy reach of a metropolis as this is where he would find all the best shops, clubs, gyms and hairdressers. He might be officially gay, straight or bisexual. Professions, such as modelling, waiting tables, media, pop music and even sports, seem to attract them. They have a well established dressing sense and they happily spend money on their appearance to look groomed at all times. However, Metro sexuality isn't all concerned with cash, or how much money you spend, it is rather all about self indulgence and confidence.