Macho man is dead - long live the Metrosexual!
A new report says that men are spending longer in the bathroom than women. Caitriona Durcan reports on the rise of male grooming
Man in the mirror: Male model Mark Adams, who spends e200 each month on grooming, goes through his daily routine. Picture by Ronan Lang
There was a time when male grooming was all about a basin of lukewarm water, a blunt razor and a quick splash of Old Spice. A blotchy complexion, sandpaper lips and unkempt hair were all acceptable.
Fast forward to 2007, however, and the unthinkable has happened. Super-toned and hyper-groomed, the metrosexual man is now officially spending longer in the bathroom than his female counterpart.
A new report from market analysts, Datamonitor, says men have gelled, scrubbed and exfoliated their way to the front of the bathroom queue, now spending an average of 3.1 hours per week looking into the mirror. Women, conversely, have been left behind, spending just 2.5 hours on their appearance.
Stretched out on the couch having his back pummelled by a beauty therapist, Mark Adams is remarkably open about how much his appearance matters to him. The 28-year-old model spends around €200 a month on maintaining his looks, from tanning sessions, to eyebrow trims to chest and Brazilian waxes once a month.
But Mark is far from being alone. Unlike our fathers, who didn't evolve beyond Brut 33, today's macho-lite man has tubs, scrubs and scents for every occasion. About 40pc of men now consider their skin "extremely or very important", and 60pc of male fragrances are now sold directly to men, instead of being presented as a gift or bought by a female.
Teresa Mullen, group buyer at McCabe's Pharmacy, says: "The growth in the men's product sector is huge. Men are no longer satisfied with borrowing women's skin-care products anymore. They want products that are specially designed for men's skin.
"There are more men's lifestyle magazines today than ever before, informing men about what their skin experiences, how to solve their particular skincare problems, and different grooming products.
"Men are more willing to experiment with grooming products and buy based on a product's performance, a brand's identity or a lifestyle need. They know that grooming goes beyond a morning shave. Men are stepping up their use of daily sun protection and anti-ageing products."
Men are under more pressure than ever before to look good and are becoming increasingly critical of their own bodies, according to Norwich Union Healthcare's 'Mr Vain' study. The motivation for many men appears to be the desire to replicate the male celebrity.
"Our girlfriends are bombarded with bare-chested beefcakes, both in advertisements and in feature films and us men feel pressure to emulate," says Mike Sheridan at www.entertainment.ie.
It used to be that women were much more focused on men providing financial security -- looks and body shape were secondary to them having a nice personality. "But now it looks like women want the whole package. Even if they don't, that's what males perceive," explains sociologist Elaine White.
Matt Griffins described himself as a typical guy, buying "whatever was on sale." But when a former girlfriend didn't approve of his nonchalant approach to skin care, he tried several products and now uses a Nivea cleanser and moisturiser.
"I notice a difference. My skin is as smooth as can be," said Matt, a 33-year old bartender in Dublin. "People say my skin looks good."
The testosterone-soaked metro-man has entered a new chapter, says beauty therapist Anne McDevitt. "Growing numbers of middle-aged men are resorting to anti-wrinkle treatments to smooth away the ravages of time -- all in the name of guy power," says Anne.
"The most popular are line treatments, to remove brow lines and frown lines, as well as filler treatments to tackle lines around the mouth in particular.
"Others go for dermabrasion, skin peels and laser hair removal."
Often, the male primping impulse starts with a simple massage at a day spa, or the need to zap that unsightly zit from the end of your nose. But for men who begin down the road of ladies who lunch, that's not always where it stops.
Plastic surgeons say more men than ever are taking the plunge to lift saggy chins or tighten their wobbly bits. The most common procedure for men is rhinoplasty -- more commonly called a nose job -- followed closely by eyelid surgery, liposuction, ear correction and a face or neck-lift.
Halina Ashdown-Sheils, managing director of Advanced Cosmetic Surgery, said: "While Irish men may have been shy about this kind of thing when it first became available, they certainly aren't anymore. Many say, well, if a woman can do it, why can't I?"
But, do all women approve of the crop of new breed of urban men clamouring for face peels, hip fashion, and Botox? Kristie McDermott, beauty editor of Image magazine, says: "I'm all for a good skincare regime. I mean, what woman would want to smooch with a man whose face could rival Texas in the number of oil deposits?"
So there you have it. The Unspoken Man Code has new rules. Cleanse. Tone. Moisturise. Just don't ask us if your butt looks big in your jeans!
Celebrity vanity
Hats off to David Hasselhoff and Simon Cowell, who are proud to be bohunks and admit using Botox. The Hoff said: "Everyone has had it. It takes out the frown."
Botox helps Grey's Anatomy heart-throb Patrick Dempsey stay McDreamy: "Botox has been profoundly important in my life." Honey, do whatever you are doing, cause you are looking mighty fine!
Arsenal midfielder Cesc Fabregas caused a stir when he stripped off to reveal a smooth chest after laser treatment. He also got rid of some leg hair -- by having the roots zapped with an intense beam. Ouch!
Guess who just revealed that they had liposuction? John Schneider, the 47-year old guest star of Nip/Tuck and the star of the wildly popular 1980s show Dukes of Hazzard, just did. I guess 1,000 sit-ups wasn't enough!
Balding men everywhere rejoice! Matthew McConaughey halted a dramatically receding hairline, regaining a full head of miracle hair two years ago. Surely a transplant! Kevin Costner's full head of hair is also raising some questions!
And Tom Cruise? Before rhinoplasty, mission was impossible. Cruise had a nose job (rhinoplasty) and thought his grin needed improvement. So he's braced himself, with a new orthodontic apparatus on his upper teeth!
It looks like Clint Eastwood spent a fist full of dollars ironing out his trademark squinty eyes and rough face that have filled the screen with a quiet, steadfast passion for many decades.
Donny Osmond has admitted trying Botox to keep his puppy love looks, but he hated the experience. "I had Botox once, but never again. The Osmond smile went away!"
I'm not sure I believe him.
- Caitriona Durcan
