We all experienced the rise of “metrosexuality” a couple years ago, marked by an emergence of hair-care, skin-care, and grooming products in the men’s market. Heterosexual men were being told that it was now ok, and expected, to want to look their best and use the types of products they saw on their girlfriend’s bathroom counter. I remember my shock when I was getting a manicure in my hometown and in walked a guy I went to High School with- I hadn’t expected to have a male customer come sit next to me, but then again, it was the trend at the time.
Above: Marco Dapper, December 2006 Most beautiful Man
All trends come to an end, though, and this year we witnessed the apparent “death of metrosexuality.” To compensate for the lack of masculinity in recent years, the new trend is "macho"- men that are proud to say their beauty routine consists of soap, water, and toothpaste only. Advertisers are catching up with the trend as well, with popular brands trying to exude masculinity in their commercials. As just one example, Miller Lite’s “Man Laws” ad campaign this year included guys at a square table discussing the code of what manly men can and cannot do.
Manufacturers have also had to take note, in that packaging has become more and more important because it is usually the consumer’s first contact with a product. If the package hints at any type of femininity, a lot of men will steer clear. On the other hand, if the packaging conveys a sense of strength and masculinity, it will be accepted by a larger amount of the male population. One of our men’s grooming clients, for example, does a great job of providing luxury grooming equipment for men without coming across as “metrosexual.” Hommage’s line of shaving sets will not only help men look and feel their best, but will also ensure an image of masculinity and tradition. Take note ladies- with Christmas and Valentine’s Day on the way, these shave sets are the perfect gift for the "manly" men in your life.
