Beauty Industry Calls For Death Of The Metrosexual

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Beauty Industry Calls For Death Of The Metrosexual featured image

You read that headline right. However, the industry is actually referring to the death of the term metrosexual, not the literal death of men who love personal-care products and get the occasional facial or manicure.

The term metrosexual was coined in the ’90s and was meant to describe a niche market of urban heterosexual men who not only knew the difference between toner and moisturizer, but also actively bought both, and maybe even eye creams. Giving this subdivision of men, a name was an easy way to categorize the group, however, with the American male grooming market (now worth $3.5 billion) and men increasingly wanting to change what they don’t like about their appearance via cosmetic surgery, the once narrow category has gone mainstream.

Statistics from the American Society of Aesthetic Plastic Surgery (ASAPS) confirms it. Over 800,000 cosmetic surgeries were performed on men last year, increasing the number by 121 percent from 1997. Liposuction, nose jobs, and cosmetic eye surgeries were the most requested surgical procedures of the male patients with injections such as Botox and Dysport coming in as the most common nonsurgical cosmetic procedure.

With men increasingly using skin-care products such as anti-aging creams, energy-boosting serums, tinted moisturizers, blemish balms and hand and body lotions regularly, the term metrosexual is obsolete, says Kline consumer research. A man that grooms himself is now just that, a man. Time to change the vernacular.

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