Heather Little-White, Contributor
MEN IN beauty salons having facials and their nails polished, wearing wraps and visiting fashion boutiques the latest male trend. Men are moving out of the traditional 'macho' role, to an emerging breed of 'new' men, showing their softer, sensitive, feminine sides and taking more interest in their appearance.
The term for these men is metrosexual (MET.roh.sek.shoo.ul) defined by The Word Spy, as a dandyish narcissist in love not only with himself but also his urban lifestyle.
Metrosexual, a term coined in 1994 by Mark Simpson. Writing in an article, "Meet the Metrosexual", an on-line magazine, Salon.com. Simpson describes
The typical metrosexual as a young man with money to spend, living in or within easy reach of a metropolis because that is where all the best shops, clubs and gyms and hairdressers are particular professions such as modelling, waiting tables, media, pop music and, nowadays, sport, seem to attract them but, truth be told, like male vanity products and herpes, they're pretty much everywhere.
Sarongs and nail polish
David Beckham, captain of the English soccer team, is considered by academic interests to be the ultimate metrosexual having changed male behaviour, breaking masculine codes as to what clothes a man should wear. He wears sarongs and nail polish. (Theage.com.au) Men's magazines such as GQ, Esquire and Men's Health, have been promoting metrosexuality.
They have increased their coverage of skin-care and of nicely-groomed young men wearing fashionable clothes, accessories and well-coifed hair done by a stylist rather than a barber. You may see a metrosexual at the hairdressing salon using the latest hair care product or having his nails manicured to a perfect shine while gleaning styles from the latest fashion magazines.
Simpson further described the metrosexual man as being officially gay, straight or bisexual but this is clearly immaterial because he has clearly taken himself as his own love object and pleasure as his sexual preference.
Physique
Richard Trubo in a WebMD Feature delineates what makes a metrosexual man also considered the Renaissance man. He is straight, sensitive, well-educated and an urban resident who is in touch with his feminine side. Concerned with keeping his appearance on target, a metrosexual will make standing weekly appointments for a weekly manicure and pedicure.
He shaves closer and uses more fragrances, moisturisers and hair dyes. He will maintain a well-toned and proportioned physique by working out at a fitness club instead of a gym. He ensures that his physique is such that it gets him stares and attention, much to the envy of conservative men.
In keeping with the feminine side, the metrosexual male loves to shop and will spend hours doing so to get fine quality fashionable outfits. He may wear bold jewellery outside of the ordinary including earrings and bracelets. When you enter the bathroom of a metrosexual man, you will see his vanity filled, almost crowded, with male-targeted grooming products including moisturisers, body washes and even a little make-up.
Marketing trends
The faces of males are changing, a trend which has been noticed by marketing experts. A report, The Future of Men: USA, by Euro RSCG Worldwide, a marketing communicating agency in New York City and more than 200 other cities, highlighted the fact that the study sample of U.S. men between the ages of 21 to 48 were part of an emerging wave of men who were operating outside traditional roles, doing what they want, buying what they want and enjoying what they want regardless of how unmanly others may view their actions.
Marketers are creating products with an appeal to the softer side of men. Even with beer and car advertisements, marketers are using less of the 'macho' tone to get the messages out to men. Male vanity is being mainstreamed and weight-watching males are on the increase. In the United States, WeightWatchers for Men was developed to target men under 40 who are interested in their looks and physique.
Paul Finch, an avid weight-watcher in Jamaica, said that he had to keep himself marketable as women are choosier these days and as you age, you will get left for the younger guy who has everything going for him, including appearance and grooming.
'Real men'
Male trend-setters are far more sensitive and effeminate than their fathers and have blurred gender boundaries with less distinction between male and female roles. Metrosexuals consider themselves 'real men' admitting that female indulgencies such as pampering are more permissible now.
Some persons frown at metrosexuality as a cover for homosexuality, simply because men willingly indulge themselves in beauty and home care activities that were relegated to females and would have men labelled as effeminate if they chose to partake of them.
Today's liberated male, a metrosexual, will spend hours at a spa to get a massage, steam bath and facial. He will go shopping for ultra-fashionable clothes and gourmet food items to cook the perfect home-cooked meal after he has cleaned and decorated the house.
Upwardly mobile
What metrosexuality demonstrates is that men are more confident and comfortable in their sexuality. As more men move into the corporate work environment, they must be well-dressed and well-groomed.
According to an upwardly mobile metrosexual in the corporate Jamaica, "I don't feel any less than a man when I go to a salon to get my manicure and pedicure. As a matter of fact, I feel better when I make love to my fiancee because I have well-manicured nails and there are no crow's feet to irritate her lovely skin."
The metrosexual or the softer man, more secure in his masculinity with greater sensitivity and a displaying family values, gives a new definition of what it means to be male. Women may soon discover that the men they love could well be metrosexual without even recognising it. Love it or leave it!
