metrosexual |ˌmetrōˈsekSHo͞oəl|
noun
a young, urban, heterosexual male with liberal political views, an interest in fashion, and a refined sense of taste.
After reading the definition of metrosexual would you add anything? I have to be honest. I think the definition readily implies that a metrosexual often keeps up with his image. Particularly, their skin care regimen. I'm most interested in how societal gender norms impact the way we assume how individuals care for their skin. It may be stereotypical, but females are more widely expected to upkeep their appearance; buy expensive anti-aging products, get botox injections, succumb to the power of plastic surgery. However, the term metrosexual implies that our views have embraced a shift in ideology. The heterosexual man is no longer limited in his choice of skin care regimen. Although at first we may see this as a break in traditional gender norms, we must examine more closely. The definition also indicates that in order for this metrosexual man to upkeep his appearance, he must be "liberal", take an "interest in fashion", and have sophisticated "sense of taste". I believe that this creates a strong split between metrosexuals and non metrosexuals. It then becomes expected for a non metrosexual to shy away from "mangrooming" and stick to the old fashioned soap and water combination. In short, I posit that while women are wholly expected to adhere to a full skin care regimen, only certain types of men are socially accepted to follow a skin care regimen. Furthermore, the structure of skin care websites reveal how we think about skin care in terms of gender.
For example, websites like Kiehl's and Clarins have specific directory tabs at the top of their website. There are categories such as "face", "body", "hair", and then "men". The tab for "face" is usually categorized by concerns and collections. Resultantly, skincare "concerns" create an ambiguity in who will use the product. However, men receive their own special tab. Most companies would argue that men tend to have a different skin type; they have more rapid oil production, have thicker skin, and are more prone to irritation from shaving. This allows for the development of appropriate products. I agree with this argument to an extent. However, in terms of moisture levels (oil production), not all men are oiler. I've seen some pretty dry skin for men from my experience. In my opinion, skin care should be based on skin concerns and needs and not based on gender. However, the reality is that men have been using soap and water for a long time. As a result, marketing and campaign strategies are fostered to capture the attention of men.
For the company Kiehl's, the "Facial Fuel" line is a whirlwind of navy blue packaging, accompanied by visuals of airplanes and manly words such as "reenergizing" and "ultimate man". The biggest upward trend and potential market for new customers in skin care companies are men. However, I'm sure metrosexual men or men who always had a complete skin care regimen were already using products. They didn't need male friendly marketing to persuade them to use the products. This is significant because it shows that the skin care industry's efforts are to draw in the typical traditional heterosexual male. As smart as these campaigns may be in regards to business, they are certainly reenforcing societal gender norms.
From my experience I've had countless interactions with male clients. There's a spectrum of skin care clients/consumers. The lowest rung on the ladder are those males who just wash their face in the shower with soap and water (St. Ives?). Then, the second rung are the males who have the basics down, cleanser and moisturizer. Next, the third rung entails a male who is willing to add in special products such as a toner, eye cream, or serum. Lastly, the ideal male customer for skin care companies is one that uses all products which cover a full skin care regimen, shave products and body products. It certainly takes persuasion and effort to work these clients up to the highest rung on the ladder. It's a challenge but it's not impossible.
Skin care companies would probably also argue that men have a different lifestyle. They are always on the go and don't want to take the time to follow a detailed regimen. Is it because we view males as the breadwinners? It seems like we assume all males have a corporate job that starts at 8 am, in which they cannot possibly take time in the morning to wash their faces properly. I'm not a male, but yet my life is busy. I'm a student and a worker filled with class assignments and the desire to keep my life social. Yes, I follow a full skin care regimen and make time for facials. I think that lifestyle varies in term of the individual and not gender wise.
In an ever changing world I think that this topic is definitely up for debate and discussion. It's also an effective way to really zero in on how to further market towards the male demographic. But keep in mind, how would these marketing campaigns look like in order to deplete such strict generalizations of females, males, and categories within men?
For example, websites like Kiehl's and Clarins have specific directory tabs at the top of their website. There are categories such as "face", "body", "hair", and then "men". The tab for "face" is usually categorized by concerns and collections. Resultantly, skincare "concerns" create an ambiguity in who will use the product. However, men receive their own special tab. Most companies would argue that men tend to have a different skin type; they have more rapid oil production, have thicker skin, and are more prone to irritation from shaving. This allows for the development of appropriate products. I agree with this argument to an extent. However, in terms of moisture levels (oil production), not all men are oiler. I've seen some pretty dry skin for men from my experience. In my opinion, skin care should be based on skin concerns and needs and not based on gender. However, the reality is that men have been using soap and water for a long time. As a result, marketing and campaign strategies are fostered to capture the attention of men.
For the company Kiehl's, the "Facial Fuel" line is a whirlwind of navy blue packaging, accompanied by visuals of airplanes and manly words such as "reenergizing" and "ultimate man". The biggest upward trend and potential market for new customers in skin care companies are men. However, I'm sure metrosexual men or men who always had a complete skin care regimen were already using products. They didn't need male friendly marketing to persuade them to use the products. This is significant because it shows that the skin care industry's efforts are to draw in the typical traditional heterosexual male. As smart as these campaigns may be in regards to business, they are certainly reenforcing societal gender norms.
From my experience I've had countless interactions with male clients. There's a spectrum of skin care clients/consumers. The lowest rung on the ladder are those males who just wash their face in the shower with soap and water (St. Ives?). Then, the second rung are the males who have the basics down, cleanser and moisturizer. Next, the third rung entails a male who is willing to add in special products such as a toner, eye cream, or serum. Lastly, the ideal male customer for skin care companies is one that uses all products which cover a full skin care regimen, shave products and body products. It certainly takes persuasion and effort to work these clients up to the highest rung on the ladder. It's a challenge but it's not impossible.
Skin care companies would probably also argue that men have a different lifestyle. They are always on the go and don't want to take the time to follow a detailed regimen. Is it because we view males as the breadwinners? It seems like we assume all males have a corporate job that starts at 8 am, in which they cannot possibly take time in the morning to wash their faces properly. I'm not a male, but yet my life is busy. I'm a student and a worker filled with class assignments and the desire to keep my life social. Yes, I follow a full skin care regimen and make time for facials. I think that lifestyle varies in term of the individual and not gender wise.
In an ever changing world I think that this topic is definitely up for debate and discussion. It's also an effective way to really zero in on how to further market towards the male demographic. But keep in mind, how would these marketing campaigns look like in order to deplete such strict generalizations of females, males, and categories within men?
