THE RISE OF METROSEXUAL MAN

The Asian Age (Dec 2003)

By Skimmy Gupta

They wax, they moisturise, they fret over their cuticles and indulge in beauty treatments once reserved for women. Metro sexual man has arrived exhibiting a softer and feminine side of his nature. City males are fast adopting feminine things like spending hours in beauty parlours to wearing pink shirts to even shedding tears. The suppressed dormant feeling of visiting parlours to possess good looks is over. Domains of predominantly women; beauty saloons of Mumbai are often infested with men. The globalization and wide range of products have further attracted male customers who are on their way to experiment anything and everything be it orange peel facials, hair colours or an aromatic back massage and mud packs. Beauty parlours are making good money offering various beauty services for men. And many have transformed their parlours into unisex parlours.

Vicky Idnani, photographer feels enhanced looks are ‘Different stokes for different folks’. As he says “Many times I advise male models and celebrities to visit parlour for facials, waxing of chest, manicure and pedicure (if needed) to enhance their looks before photo-shoot. Previously women possessed a lot more vanity than men. But numerous brands flooding the market have attracted male models to experiment with their looks.” Vicky himself uses Nivea Moisturizer and Johnson’s oil to maintain his looks. To survive in glamour industry; actors need to follow health and beauty regime seriously.” adds Idnani

Anuj Saxena, Director –Elder Pharmaceuticals and TV Star playing ‘Abhay ’ in teleserial ‘Kusum’ goes for occasional massages and facials as per his make-up man’s instructions. Saxena says ”Men have become more fashion conscious to look great fit. It is something which comes naturally as it is all about looking after oneself. Face is greatest asset for a model or actor; so models do tend to keep it clear and clean. Nowadays; even a normal male wants to appear well groomed, so what’s the harm in it?”

Actor Arshad Warsi feels “At times, when my wife forces me for manicure and pedicure; I get it done. I think men are more aware of their sensibilities and vulnerabilities Men are more comfortable with their emotions, and are not shy showing their softer side. They remain groomed for appreciation and applause.”

Monisha Nagemwala heading RAIH - a hair salon by Birla Lifestyle at Nepean Sea Road says “With increasing options and so much available in men’s beauty products; more men are becoming aware of their looks, styling and dressing. But people should be educated to go for the right kind of treatment for eg.shampoo, conditioner, hair colour. The hair colour of season for men is chocolates, carmels, khakhis, rouge, saffron and chestnut. We are taking inspiration from hairstyles of 70s and 80s.”

Dos
Have a regular haircut
Occasional Pedicure and Manicure
Facials
Use aroma therapy foot scrub
Eat healthy diet and exercise to keep fit
Educate yourself about available beauty treatments

Dont’s
Do not use soap. Instead try face wash
Avoid cheap brand of shaving blades. Mac I blades are good
Avoid using unbranded beauty products
Do not ignore acne, hair loss and skin rashes

Anjali Fiesta, owner, Mane Event- a unisex parlour at Pali Hill, Bandra regularly grooms men says that there has been a drastic increase in number of males experimenting all types of grooming techniques.” Some male models spend Rs.1000-2000/- at a single visit. They usually go for bleacing, facials,waxing of legs and chest, threading …almost everything. Some male customers even use our beauty products mainly used by females.”

And most women are not complaining about the new changed man. "It enhances our relationship when we do things together. Who wouldn't want a well manicured-pedicured man who takes care of his looks?" says Neelu, college lecturer.

This trend of men indulging in beauty products has multiplied the profits for marketers of grooming products. They can now target men and hope to replicate their existing multi-billion dollar markets – once exclusively meant for women.

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