‘Apna dulha hum say taiyaar karwaaen’ (let us groom your groom) — says a very noticeable banner, near a home-based male salon in Islamabad’s G-6 sector. From the very prestigious to average, a substantial number of salons catering to males have recently sprung up in the capital. These salons, which offer treatments ranging from manicures and pedicures to facials, have replaced the old ‘naayi ki dukaan’ (barber shop) in the local market.
Additionally, there is increasing importance being given to men being ‘fairer’, and often young men are seen to be hesitant about playing sports in the sun. For them, it’s a matter of ‘taking care of oneself’ and ‘looking good — in any condition!’
One wonders if this change in Pakistan has occurred because of a rise in the disposable income of some people coupled with an increasing number of advertisements promoting consumer goods. “Male consumers are placing emphasis on looking good. This includes everything from investing in personal trainers to buying skin care products,” said Michael Dehn, the organiser of Beautyworld Middle East in an interview with Gulf News.
With brand endorsements from suave Hollywood celebs like George Clooney to sporting athletes like cricketer Shane Warne, the male grooming market is set to become one of the fastest growing categories in beauty and personal care. According to Euromonitor International, a London-based market research firm, sales of men’s personal care products hit $913 million in 2010 in the Middle East. The Telegraph reported that Shane Warne “who once had a McDonalds’ burger named after him, now tweets about his favourite beauty products and reportedly wears make-up”. One wonders if this change in the cricketer’s appearance has been triggered by his new actor girlfriend Elizabeth Hurley.
The term ‘metrosexual’ was coined in 1994 by journalist Mark Simpson, describing the metrosexual man as a single young man with high disposable income, living or working in the city (because that is where all the best shops are), reports The Zimbabwe Standard. Cynthia Miller, a lecturer on popular culture at Boston’s Emerson College, told The Wall Street Journal that, “Talking about men’s appearance has become part of the popular consciousness.” Several words describing masculine grooming such as ‘guyliner’ (eyeliner for guys) and ‘mewellery’ (jewellery for men) have been coined to represent this trend.
Claude Hachache, assistant manager of Toni&Guy, UAE told Gulf News, “In today’s society, it’s perfectly acceptable for men to visit salons and take pride in their appearance — the metrosexual age is upon us!
After L’Oreal made Hugh Laurie — the rugged 52-year-old star of “House” — the new face of their skincare for men, trade magazine The Grocer remarked; “The slick, urban guy, who took care of his appearance, has made way for the more natural, rugged and beard-loving retrosexual — as epitomised by Hugh Laurie.” (With additional reporting by MARZYYA HAQ)
Published in The Express Tribune, September 15th, 2011.
COMMENTS (10)
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How insecure can the male comments get?
Saloon? Or salon?
I don't agree with the article, it is representing niche but influential audience.
The saloons that you are talking about are visited by a tiny elite. Rest of us, belonging to middle class and below hardly see its face because its a matter of embarrassment for some while others hardly know about such services. I would hardly call it a "change" as you put it in your third para. Take a trip on GT Road and you will see male Pakistani youth working and playing in the sun, both in urban and rural areas.
@Arsalan
Letting every man do what they want is not exactly personal freedom. Description of 'normal' changes with time, varies place to place, society to society. I don't know what you would find offensive, but anything you do, will not be to some.... it does not mean we should accept it. This may not really be a big deal - men becoming less manly - but we have greater issues to worry about right now! In fact, i don;t even know why im reading this page!
If only men would start taking care of stuff that actually matters, like using deodorant, clipping their names and making sure they are clean. Growing a handsome beard and keeping it decent. We keep forgetting that one of the reasons women need to try extra hard now to look feminine is because men have also joined the race to looking "pretty". And for that reason, I am not surprised when a girl rolls up her sleeves and do stuff once men were looked up to for. It is a sad condition our have been put in. Yes blackheads are ugly but striving to get a fair skin...seriously? David Beckham might be the dude they all aspire to be but see how handsome he looks with that beard and mustache. And whats with the trend where men pluck their eyebrows?
George Carlin on modern man is the best description you can watch.
@tank-boy: Why not follow the principle of "personal freedom" and let every man do what he wants! Simple!
@tank-boy: That's right, not along ago if a young man or even teenager used to stand before a mirror just to comb his hair and if caught by elders at home say father or mother it was regarded as disdainful now wealthy father takes his son to a man's saloon. The saloons and ads are transforming them into a" Hijra", or a delicate creature. Men are elegant and attractive by their style and nature.No make up can turn them into a macho.These parlor going men have distorted the image of a man.Its not a manly act. .
Well being a 'metrosexual' is not really a very masculine person to be as opposed to the widespread idea today calling it something "in". A man does not need compliments on his looks its the women who do actually ; men need acknowledgement of their manhood for their actions instead. Its a pity the over glamorized media today is emasculating the man and its all because of the prejudice based on color, hair, height and looks that our media reflects whether its an advertisement or cast for a program. Man who always loved himself is now being asked to compare himself and compete with other good looking men.Just refuse to be in such a competition as it is something against our nature and can only result in misery and confusion.