Metrosexuality

[JesusA (imported)]

Again, an article that isn’t really central to the Archive, but addresses changing definitions of gender in society. I thought some of you might be interested. The increased public interest in castration and eunuchs seems to be part of this larger change. There have, after all, been more books on eunuchs published in the last 5 years than in the previous 50. Comments will be appreciated. ----JA

Metrosexuality: Real Men Get Waxed

James Bond always gets the girl. His suave image is attractive to advertisers, which is why Ford renewed the spy’s association with Aston Martin with a product placement for him to drive one of its British-built sports cars in "Die Another Day". But Bond is no Beckham. [This piece was in the middle of an article on David Beckham’s move from the Manchester United to the Real Madrid soccer team.]

When David Beckham ties back his hair or wraps himself in a sarong, or his wife says he wears her thongs, he sends a powerful message to a new kind of male, according to Marian Salzman of Euro RSCG Worldwide, a leading advertising agency. This new target market is "metrosexual", a term coined a few years ago to identify straight urban men who enjoy such things as shopping and using beauty products. It is sometimes described in lad mags as being "just gay enough" to get the babes.

Mr. Beckham, says Ms. Salzman, is a classic metrosexual. So too is Bill Clinton, she insists – especially as he has apologised and now carries Hillary’s autobiographies for her to sign.

Ms. Salzman has tested the market and concludes that 30 – 35% of young men in America have metrosexual tendencies: tell-tale signs include buying skin-care cream and fragrances. Also popular is having non-leg body hair removed, via a so-called "back, crack and sack" waxing. Celebrities such as Mr. Beckham make it all right for straight men to do such odd things.

If Ms. Salzman is right, then much advertising for men’s grooming products could be way off mark, as it uses images of a hot, sweaty hulk rolling deodorant under his hairy armpits. This matters: the grooming market for young males in North America was worth around $8 billion last year, and is growing fast.

Some big firms are cottoning on to this, which suggests that metrosexuality – or something like it – may actually exist. Last year, when Unilever launched Axe in America (Lynx in some markets) as a fragrant all-over body spray, it said: "Personal care and grooming, traditionally the provinces of women, are increasing in importance to young men, and this trend is expected to increase".

Following the earlier emergence of "New Man", there will presumably come a cross-over point in gender differences. A new generation of sweaty Amazons will go out on the town while the guys stay home to do their hair.

From The Economist (July 5, 2003), page 57

[Paolo]

Just gay enough?!

What the hell is that!?

[JesusA (imported)]

Paolo,

What are the consequences of a world where the “straight” guys have to act “gay” to get the girls? What happens to all of the nasty prejudices that we’re still not rid of?

Jesus