The Face of Modern Man?

In response to the emergence of the ‘metro-sexual’ male, In other words, an urban, sophisticated man who is fashionable, well-groomed and unashamedly committed to ensuring his appearance is the best it can be, a whole new industry has developed. According to research conducted on behalf of a leading health and beauty retailer in the UK, the market for male cosmetics and related products has grown by 800% since the year 2000 and is expected to continue to increase significantly. The male grooming products market has become the fastest growing sector within the beauty and cosmetics industry, currently equivalent to around 1.5 billion pounds per annum. Over the last decade, a large number of brands and companies catering for enhancement of the male image have been successfully established, such operations ranging from male-only spas, boutiques, personal hygiene products, hair and skin care ranges, and male magazines with a strong leaning towards men’s fashion. Jamie Cawley, proprietor of a successful chain of London-based male grooming boutiques, holds that his company’s success in this highly competitive market can be attributed to the ‘exclusivity’ tactics they have employed, in that their products and services are clearly defined as male- orientated and distinctly separate to feminine products offered by other organisations. However, market analyst, Kim Sawyer, believes that future growth in the market can also be achieved through sale of unisex products marketed to both genders, this strategy becoming increasingly easy to implement as men’s interest in appearance and…