Metrosexual Man Health Products
Following the examples set by today’s sport and rock stars a new breed of male is beginning to emerge. He eats organic food, knows his way around a health farm and spends maybe even longer than his female counterparts in the bathroom and in front of the mirror. The modern, or metro-sexual, man is meticulous about his looks and is becoming increasingly comfortable admitting to it.
With sales of the simple bar of soap down 62% and sales of male grooming products averaging over €600 million annually, men now have style icons. Robbie Williams is no stranger to eyeliner and the Atkins Diet, Ben Affleck is the new face of L’Oreal and well, David Beckham has tried them all hasn’t he? From plucking his eyebrows to wearing nail varnish and experimenting with every kind of male beauty product in between hair appointments, Becks is the male fashion icon of the naughties and men around the world want to be like him. He’s successful and masculine. He can get away with ponytails, diamond stud earrings and even sarongs in the summer.
Male make-up and skin care products have to be simple to use, look manly and be effective without looking like too much effort in has been put in. Last year’s big hit was the Clarins Men’s range, with fans like Jonathan Ross and Jack Dee stocking up on products such as the Fatigue Fighter (€35), a light gel that makes the face and complexion look more fresh after a few too many pints and late nights. There’s also Eye Reviver Cream available from Boots for €16, which refreshes and revitalises tired and puffy eyes. Men want products to be both luxurious (without admitting to it) and effective. Sales of moisturisers made especially for the male market have increased by over 200% in the last six months. And stocks with added bronzing agents are starting to shift as well. The self-tan formula is idiot proof. The products are subtle enough to use every day without suddenly looking like you’ve spent two weeks on a Mediterranean beach and there’s no chance of streaking so jargon like ‘precision application’ doesn’t even come into the equation.
Moving further down the body, the first male toning and firming gels have arrived. Nickel Love Handles Toning Gel, available at www.mankindonline.com for stg£21.95, is used to break down body fat and flush out toxins. If you don’t believe in the gels and creams formula, you could always try the more old fashioned and tougher methods. The Harley Medical Group (ph 1850 24 24 42), which offers non-surgical and cosmetic treatments reported that last year 30% of its clientele were male, many of who wanted botox and liposuction. Reflexology and message treatments are also becoming more and more popular amongst the lads. Healing Hands (137 Georges St. Lr., Dun Laoghaire, ph 01 2365905) admits that the amount of men hopping up on the table for various treatments has definitely increased over the past year with 1 in 3 now being male.
Hair Care is another must for the metro-sexual with the modern hairdressing salon overtaking the traditional barbershop in popularity. Men want advice on new styles and shapes; colours and textures; new products on the market and what can help them maintain that just cut ‘n’ styled look. The simple wet-look gel is losing out to Bed Head Manipulators (Toni&Guy €15) and Funk Up Gunks (Toni&Guy €18). Proving more popular then ever, special conditioners and shampoos aimed at shorter hair cuts are constantly out of stock, however this may not be the case over the next few months with more and more young men opting for longer styles and cuts. The average price for a gent’s cut and styling is around €35 to €40 and with Pop Idol’s Dec admitting to over 8 million people that he straightens his hair, it would seem that indeed today man believes in GHD.
While Sunday football down the local and cans and curries on a Friday night are still at the top of the priority list so now is that hair appointment before late night Thursday shopping and an hour or so with lots of new products in front of the mirror before leaving the house. The metro-sexual man is stylish, sophisticated and proud to admit it, well at least to the girls in the office!
