At least in the UK they are (and we're on the same path).

[url]http://icwales.icnetwork.co.uk/0100news/0200wales/content_objectid=13092878_method=full_siteid=50082_headline=-Metrosexual-and-proud-name_page.html[/url]

Metrosexual and proud

Jun 21 2003
The Western Mail

A STUDY from communications group Euro RSCG Worldwide has recently examined men's attitudes to women, life goals and gender roles.

The findings indicate that the popular image of men as insensitive, macho slobs has almost disappeared.

The report found that "modern British men have accepted the feminist revolution in the past 30 years and have become more feminine in the process.

"Men have turned into metrosexuals."

David Beckham is a prime example of a metrosexual icon. A top-class footballer, he wears sarongs and nail varnish and changes his hairstyle more often than most women.

He is clearly in touch with his feminine side - as his dalliance with his wife's underwear graphically displays.

Beckham has posed for the cover of gay magazine Attitude and is happy to be admired by both men and women.

The metrosexual is a new development on the New Man stereotype created in the 1980s, quickly replaced in the 1990s by the New Lad.

John Cosby Ross of Golley Slater advertising agency in Cardiff said, "I think the Lad may be a young bloke who may read FHM, and is interested in fixing up his car, or car stereos."

Lad culture even spread to the female market. All over the country, Ladettes were trying to prove they could watch football and drink as much as the men.

Today, even the traditional Lad magazines are realising that men are becoming more interested in fashion and beauty, and are dedicating more pages to these topics.

While the Metrosexual has his soft spot like the New Man, the difference is they also have a tough side - witness David Beckham's sending-off against Argentina in the 1998 World Cup.

But it's not just Beckham. It is now deemed acceptable for men to participate in a traditionally female activity - grooming.

The challenge of the marketers is still to convince men that it is perfectly normal to groom.

A spokesperson from Nivea for Men said, "(we) have done this by keeping it straightforward and masculine (without being macho)."

Their latest marketing campaign has taken the angle that looking after your skin doesn't make you a girl - including such tag-lines as "looking after your skin doesn't mean you don't know the offside rule".

Simon Hubbard, who runs www.malegrooming.co.uk, said "It is a growing market.

"The women's cosmetic market boomed 10 years ago when the traditional cosmetic companies like Est e Lauder or Clinique faced competition from smaller firms coming in, and it's the same in the men's market."

Celebrity icons are helping to drive the industry. With the increased focus on their looks and lifestyle as well as their careers, the public are taking more of an interest.

Hilary Andrews, founder of Mankind Online (www.mankindonline.co.uk) said, "Male grooming has taken off recently due to the more easy availability of products and the lead set by celebrities.

"There is also increased pressure on men to compete in the work place, and having a smart, sharp image is very important."

Mr Cosby Ross says, "There are male stereotypes, but which one to target depends on the individual campaign you are running."

Dr John Jewell, advertising lecturer at Cardiff School of Journalism commented, "Of course advertisers are going to target young successful males - they earn the money and spend the money."

"Young men have been marketed to in the same way as women, for some years now - men use beauty products in a way that was unheard of even 10 years ago," he said.

"I suppose all this metrosexual- man stuff means that men are suddenly allowed to be more comfortable with their feminine side (as the advertisers will tell us) and this then frees them up to buy skin- care products."

The spokesperson from Nivea for Men said, "Metrosexual man is the peak of our target group but we do not target him specifically, as our offering is too down to earth.

"We do not want to put off the ordinary man on the street, as we see skin-care as an essential part of a man's routine, and not just a trend."

Few can deny that men are taking more care of themselves, and it looks like the metrosexual is here to stay.

How many of you women will be complaining?

Why am I not suprised that the article came from the UK?

no that guy is just a queer.

I'm an insensitive, macho slob...

Well, what can I say, soccer is gay.

But it seems to be real popular in Europe & the UK.........

[pissed]
I have not accepted shit and do not take any off of women, children or (word of the month for queers, trans or whatever).[pissed]

This is the way it is for the areas in red on the map above.[beer]

Pause....(shut up and cook me some meat), ok sorry.[stick]

Now this is IMHO the blue areas on the map still have hope, if the MEN on this forum that live in those areas are any indication.[50]

I think cell phones feminize men.  With the option of calling for help, younger generations are not learning how to take care of business themselves.  No fixing cars on the side of the road, no having to personally intervene in emergency situations, and not having to be able to defend themselves all speed the pussification of men.

Kinda one of the reasons I don't read Maxim, or FHM much anymore. I like the pics, and some of the articles, but I am SICK AND TIRED of thirty pages of pussified wimpyboys wearing prissy ass clothing that costs more than most people make in a month and look like they belong on a woman. It disgusts me that there are people out there who actually dress like that, and spend $600 dollars on a pair of pants that belong to the Sex in the City wardrobe department.

What was it that Don Corleone said to Frankie Valentine in Godfather I?

"Act like a man, what's a matta wichyu!"