Being Metrosexual

Just when it seemed like I had covered every kind of primary relationship category known to mankind, up pops another one. However, in this case, it might very well be a revival of one that existed in history past (namely, an eighteenth century dandy) and has now returned due to the irreppresible fact that history repeats itself.
   I am talking about metrosexuality.
   It all began with an article written by a Mark Simpson. He coined the phrase and probably did so unwhittingly. Over the last few years, it has made it's way through the vocabulary of those who are in the know and is just now coming to light in the popular culture.
   "The typical metrosexual is a young man with money to spend, living in or within easy reach of a metropolis — because that's where all the best shops, clubs, gyms and hairdressers are. He might be officially gay, straight or bisexual, but this is utterly immaterial because he has clearly taken himself as his own love object and pleasure as his sexual preference. Particular professions, such as modeling, waiting tables, media, pop music and, nowadays, sports, seem to attract them but, truth be told, like male vanity products and herpes, they're pretty much everywhere."
—Mark Simpson, "Meet the Metrosexual," Salon.com, July 22, 2002

   The term now has it's own definitition.....
   "Metrosexual (MET.roh.sek.shoo.ul) n. A dandyish narcissist in love with not only himself, but also his urban lifestyle; a straight man who is in touch with his feminine side." ~metrosexuality n.
   He loves Armani, is seen just as often near a catwalk as competing in sports, confesses an adulation for Kylie Minogue, even designs his own jewellery but he's not gay.
   Actually, he's not that different at all. Men of all sexualities are taking a greater interest in their appearance. They go to hairdressers rather than barbers; avoid using soap because it's too harsh on their skin; visit the gym instead of playing sports and even have difficulty deciding what to wear.
   They're occupying their time differently - not only spending more of it in front of the mirror, but also at boutiques, in bars rather than pubs, enjoying a dance at a nightclub and going to beauty salons. Cosmetics brands such as Ella Bache say men make up as much as 40 per cent of their salon customers in some areas.
   Marketers are spurring on the change while dropping the macho element from products that target men. Gone are the tough male images, even from beer and car ads.
   Men's fashion chains are growing, with women's stores such as Esprit launching men's products and department stores offering boutique-style experiences. Men's magazines are increasing their coverage of fashion - not just for editorial reasons, but because they're getting more ads. The men's magazine, FHM, says its fashion and grooming advertising has increased 35 per cent over the past three years.
   Twenty years ago, male fashion, skin care and vanity in general were identified with gay men. Now sexuality, it seems, is irrelevant. In fact, British newspapers have even found a new word for the softer man: the "metrosexual".

   Whether they have heard of the term "metrosexual", that's how men across the world are appearing. Stores such as the Myer Grace Bros chain say it's a trend that's starting to hit the mainstream. In 2003, the company launched a department for male cosmetics and fragrances. While David Jones says its men's cosmetics product line is experiencing double-digit growth.
   There have always been men who have taken great care of their appearance, but now, says Myer Grace Bros cosmetics buyer Marissa Galatis, "...we are trying to appeal to the wider, men's market. In particular, to young men: a lot of this growth is driven by them."
   Mark Wahlberg's semi-naked appearance for Calvin Klein underwear in the early 1990s is often cited as the beginning of mainstream male vanity. Marketing legend has it that the ad was aimed at a gay market, but straight men took notice. Whether it was because women were ogling, or men themselves thought the former rapper looked good, Calvin Klein soon became cult clubwear, with men wearing their pants low to show off the brand.
   Ten years ago, Weight-Watchers was strictly for women and "gutbusting" was seen as the more acceptable term for a bloke. Now it's okay for guys to watch their weight.
   "The under-40s are certainly interested in the way they look and their physique," says Allan Bolton, a key developer of WeightWatchers for Men. "Over-40s are interested in how they look for the health benefits."
   Role models are changing and it's not just Beckham and Thorpe. Brad Pitt, Tom Cruise, Pat Rafter, Hugh Jackman, Lachlan Murdoch and footballers such as Craig Wing are manicuring their appearance and showing their softer side: Rafter appears as a caring father; Jackman in musicals as well as in tough-guy roles in films such as X-Men. Wing told women about his gentle side in a Cleo bachelor-of-the-year competition.
   In response to this groundswell, magazine publishers have established men's titles such as Men's Health and GQ. Even the blokier ones such as FHM and Ralph have increased their fashion and skin-care coverage.
   The general manager of men's wear at David Jones, David Bush, says, "There's no doubt that David Beckham, Robbie Williams and Ian Thorpe and the 'blokey blokes' that are interested in fashion send the message that, by being so, you are not going to look like a fairy.
   "Twenty years ago, we sold clothes and now we sell fashion." Younger men, in particular, are taking to their bodies with closer shavers, fragrances, moisturisers and hair dye. Calvin Klein's fragrances, Crave, is aimed primarily at 15 to 22-year-old males, who spend much more time in front of the mirror than their fathers. Why?
   As the presence of women increased in men's social and working lives - as their rights were belatedly recognised - men have changed the way they act. Straight men, some marketers believe, are changing because women demand their partners take greater effort with their appearance.
   "The feminist movement has been the biggest contributor to the men's market since it has developed," says Jean-Marc Carriol, director of the fashion company Trimex, which represents Clarins in Australia.
   As women have pushed for equal rights, Carriol says, "the success of that push has fundamentally altered the way men and women interact within the workplace. Appearance and grooming are really important."
   The workplace itself has changed for many men, too. As the proportion of white-collar workers grows, so does the need to look good. To compete in today's work environment, you must dress well, have your hair cut neatly and take care of your body. And as the world becomes increasingly globalised, Australian men are starting to see that men in other countries, particularly in Europe, proudly take care of themselves.
   Even with beer, marketers are taking on a less macho tone when they communicate with men.
   "We have certainly seen a change towards more segmentation (of the beer market)," says Lion Nathan's premium marketing director, Paul Foster. "There's still that 'hardcore' masculine image at the core end of the market, (but) there's also a lot more progressive market segments."
   Men are also changing the way they buy homeware, cars and electrical goods, says Alan Treadgold, director of research and consulting at the advertising agency Leo Burnett.
   "There's a lot of categories that are purchased by males, but using what we would conventionally regard as female cues," says Treadgold. "Traditionally, when purchasing home entertainment systems, we would expect guys to be motivated by gadgetry and technical features. But, increasingly, there's a certain type of male choosing it from what might be seen as female attributes, such as the environment of the store, level of service and other intangible things."
   In car advertising, for example, much more emphasis is being placed on the people driving and the feelings they are experiencing rather than the car's specifications.
    Global research by the advertising agency Euro RSCG last year showed that men were more secure in their masculinity, with those aged 40 and above displaying greater sensitivity, particularly through family values.
   So, get ready!
   Here come the metrosexuals and, lest you be wary of them, be reminded that, in fact, they are us.

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The mission of this not-for-profit website is to promote clear insights and toleration regarding the many variations of primary relationships that exist in our world. We ask for neither acceptance or approval but hope that each visitor who reviews the pages of this site will leave them with a better understanding of the numerous cultural, historical, preferential, religious, sexual, and sociological approaches to coupling that have always existed and will continue to exist as long as there are at least two human beings living on this planet. If the effort put into creating and maintaining this site results in others coming to the realization that the basic human need to love and be loved takes on many forms which are accepted by those who practice them, whether right or wrong as determined by the personal belief system of others, then it will have served it's purpose well.