Pierce Mattie Public Relations New York & Los Angeles

Who said the metrosexual trend was dead? While the word metrosexual may be a tired and worn out term, the evolution of men using cosmetics and skin care more openly definitely is not going unnoticed by many of the leading beauty brands. Over the weekend, YSL re-launched their widely popular Touche Eclat and set their eyes squarely focused on our male counterparts. Touche Eclat, typically a cosmetic staple for women, will be fragrance-free, available in only one shade and designed for all skin types. Selfridges & Co., in the UK, will be the exclusive retailer for the product. We guarantee it will become a best seller (and rather quickly!)

Men utilizing makeup as a skin enhancer is catching on and beauty brands are cashing in. It'll only be a matter of time before the man in your life has a makeup bag of his own. And why not? Diminishing those dark circles under his eyes, hiding the crow's feet and concealing blemishes shouldn't be a beauty secret only women can keep in their arsenal.

What your viewpoint? Trend or something that will continue to catch on?

*Photo Credit: Selfridges & Co; Pictured: Stuart Pilkington of Big Brother 9