Metrosexuals are an emerging breed of men who think outside the box of male stereotypes. They pay particular attention to their appearances, how they look, what they wear, how they smell; have a heightened sense of aesthetics and bond with others through sporting or leisure time experiences. Metrosexuals strive for equality of the sexes and are as straight as arrows.
Why should I be aware of this?
- Every generation has witnessed sections of young people out to create a new outlet for self-expression, who do not follow any governed set of rules. And when they don’t they are labeled different, absurd, queer.
- The metrosexual man is a by-product of social evolution. Feminism and the changing role of women saw more and more women vacating the homemaker job. Consequently, men were called upon to gradually fill this role. When their son’s grew they were also required to help in housework. It is possible that in the process they were exposed to new role models, adopted new behavior patterns and moved on in life with a newer outlook than hitherto seen in society.
All about Metrosexuals
One British market researcher described the metrosexual as a straight man in touch with his feminine side. One who likes kids, likes helping out around the house, and who dreams more of growing old with the woman he loves than he does of being a hero or business tycoon.
Metrosexuality is a brave new world order. It transcends race. It has gained respect and attention as prior to it the world had already accepted gayism as part of the social order.
Origin of the term
In 1994, a British Columnist Mark Simpson came up with the notion of metrosexuality on seeing a new breed of men from the metropolitan areas of the world who were spending huge amounts of money on clothes and facial products. In an article called Here come the mirror men, published in the British daily, The Independent, Simpson, dissecting the new urban image, found them feeling a pressure of keeping an appearance just as women felt for ages. It verged on narcissism, with the individual more concerned about his looks than what is happening in society around him.
This is the same person who will visit the theatre and museum and also the spa or salon for a massage, facial, manicure or pedicure. He lives in or within reach of a metropolitan city as it provides him quick access to the best clubs, salons, gyms and shops.
Simpson in another article on David Beckham entitled Meet the metrosexual describes the former England soccer captain in what amounts to a summing up of the metrosexual man: "Becks" is almost as famous for wearing sarongs and pink nail polish and panties belonging to his wife, Victoria (aka Posh from the Spice Girls), having a different, tricky haircut every week and posing naked and oiled up on the cover of Esquire, as he is for his impressive ball skills.
True meaning of his coinage
In the same article Simpson provides the true meaning of his coinage: "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 has clearly taken himself as his own love object and pleasure as his sexual preference."
A research report on the changing face of American males titled The Future of Men: USA prepared by Euro RSCG Worldwide, a marketing communications agency based in New York City, found "an emerging wave of men who chafe against the restrictions" of traditional male roles and who "do what they want, buy what they want, enjoy what they want - regardless of whether some people might consider these things unmanly."
Metrosexuals: A unique market segment
Metrosexuals have become a unique market segment with numerous brands clamoring for a slice of the metrosexual pie.
In the metrosexual era several products so far reserved for women such as anti-wrinkle creams, bronzing products and toning gels are being increasingly launched for men. In Europe value of male personal care products rose annually by 2.7 percent between 2000 and 2005. There is also a projected rise of 2.3 percent a year between 2005 and 2010.
Where only 4 percent European men used skin care product in 1990, the figure rose to 20 percent in 2003, according to L’Oréal Paris’ 2005 annual report. Over 80 percent of the men under the age of 30 use skin care products in Korea, 24 percent in Europe and 30 percent in Japan
Market research company, Datamonitor, in a survey report pointed out that 73 per cent of European and US men said that spending time in front of the mirror was 'important' or 'very important', compared to 72 per cent of women with the same response.
Metrosexual style and fashion
Metrosexuals replace the well known figure of a stoic man working from morn to night to bring home money which his wife can spend. Metrosexuals love shopping, not for the women in their lives, but for themselves. Metrosexuals are the highest form of narcissist, one you may be have called “sissy” in earlier times.
This version of “cool” demands something out of the ordinary and mundane when it comes to style and fashion.
What is it?
He is as much at ease in his jeans and T-shirt as he is in black-tie-suit. More so with "man-bags." He is as unruffled as his hair. He smells like a flower and his nails are buffed and polished. He will shop with his girl till both drop. He will buy his grooming products from the same place his girlfriend does. He sees a stylist instead of a barber. He will more than shave his face. He will exfoliate and moisturize. He will drink vintage wine rather than beer.
Nevertheless, he is very secure in his masculinity. All that the metrosexual is doing is creating a new outlet of self-expression, primarily through his outer appearance. Primarily out of desperation to be different. He doesn't conform to the mindset of the majority of the society.
What can I do?
What would you do if you find a metrosexual living next door who is prettier than you, smells better than you and has a bigger wardrobe than you? It is unlikely that you will reject him outright as not your type. In all probability by now you have accepted him as part of a new social order and have even developed a form of empathy with him.
Test your metrosexual level
You can gauge if you are a metrosexual by participating in the following quiz from ESPN: Are you a metrosexual?
There emerged two groups with opposing opinions on metrosexuals. The one sympathetic to the concept looked at metrosexuality as the future of masculinity. On the flip side metrosexuals are considered a threat to the natural order and accused of being self-centered narcissists, more concerned about their good looks. The former group feels that metrosexuality broke the barrier between gay and straight men. Biggest supporters of metrosexuality were and are probably the marketers who took it as an opportunity for market expansion.
The emergence of metrosexuals is perceived by socialists as the outcome of insecurity of the 21st century men in the face of growing women power in the workplace. Metrosexuality, in their view, focuses on gender equality.
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