Vanity, thy name is.man!

Ever since the word “metrosexual” resurfaced in the past eight years or so, men have been in the forefront of the beauty business just as much as women.  The term metrosexual is actually not a new word. It was, in fact, coined in 1994 by British journalist Mark Simpson to describe young, affluent career men who are interested in looking good and are well groomed. To elaborate further, “He is a man who is straight, sensitive, well educated and is consciously or unconsciously in touch with his feminine side. “ Just like a woman, the metrosexual has weekly appointments to the beauty salon (not the barber’s) for hairstyle, manicure, pedicure, facials, the works! His bathroom counter overflows with the latest in skincare products and scents. And yes, he goes to the dermatologist or cosmetic doctor for Botox and other injectibles to erase signs of aging.

 To validate my point, I recently ran into a male friend at Beverly Hills 6750, an aesthetic clinic where I sometimes go for my beauty treatments.  They are now on sale for up to 75 percent on their beauty treatments — (Thermage for skin tightening; Fraxel for acne scars and deep marks; Accent to melt facial and body fat away, etc.) — so I went there to take advantage of the sale. My friend nonchalantly told me that he was there for his Botox shots. We exchanged notes on our beauty regimen and I felt like I was talking to a girl friend. His parting words to me were “Years of playing golf under the sun put so much lines on my forehead and around my eyes. I can’t do without Botox!”

 Every time I come out with an article about new beauty procedures or products, half of my callers are male friends. These metrosexuals have no qualms about going to doctors and beauty salons to maintain their looks.  They know that men are supposed to look rough and tough, but they want to look beautiful, too. As the world is changing, so are the taboos of yesteryear.  The phrase “only gays do that” doesn’t exist anymore. For instance, it’s not only women who shape their eyebrows. Men do their eyebrows, too.  In a London beauty salon, there is a “guy brow” night, a night dedicated only for men to shape, trim, wax, or thread their brows.  Threading is a procedure where a bunch of hair is removed at one time by using a cotton thread.

Sofitel general manager Goran Aleks is always well groomed and dapper. He buys his suits in Paris and runs 10k daily to keep his body in shape.

If you see a man with well-defined eyebrows, chances are he’s had his eyebrows threaded in a beauty salon.  A gym mate told me recently that he was tired of seeing his love handles and no amount of exercise could remove it.  I reminded him that after a certain age, love handles are there to stay.  He was seriously contemplating having a liposuction and was asking around for the right doctor.  I have not seen him in the gym recently. My guess is he is probably recuperating from his much-desired liposuction.

 Men’s skincare programs are just as costly and complicated as the ladies.

Jose “Jojo” Banaag, my Filipino Parisian friend, credits his spotlessly translucent skin to his genes. But genes need some outside help, too.  He reveals that he hydrates his skin with moisturizers and never takes in the sun without tons of sunblock on his face.  He heeds his derma’s advice to never stick to one particular product for a long period of time, as the skin gets immune to it. The idea is to keep changing one’s skincare products as new and better ones come up yearly.  

Macho actor Clive Owen patronizes Armani for his sartorial needs.

Droopy eyelids and puffy eye bags are signs of aging and make a person look tired. A lot of men are conscious of these and will not even think twice about going through the procedure of having them removed.  Having a set of sparkling pearly whites are not just for the ladies. My cosmetic dentist friend told me that 60 percent of her clients is males.  They go for teeth bleaching, veneers and bonding or whatever it takes to have that beautiful Close Up smile.

Fashionista is not a term solely for the ladies. Men nowadays are into the latest trends in clothes, shoes, watches, and jewelry, too. I notice this every time I go to a big event.

During one Shanghai Film Festival, Peter Fonda, (of Easy Rider fame) was using an estate jewelry pin in lieu of a bowtie. Macho actor Clive Owen claims he loves Armani suits and was using one with a matching black Armani tie during a party in Shanghai. During the People Asia event, well-groomed Philippine STAR columnist Johnny Litton was using Van Cleef Arpels blue sapphire studs with matching cufflinks and a signature Cartier watch. Men, too, pay a high price to be in fashion.

Housewives are happy that their husbands can finally understand the high cost of their beauty and fashion budget.  The men spend just as much on themselves!