Independent Perspective News - Metrosexuals Come Out

Getting pedicures and participating in other traditionally female rituals is a matter of pride for the style-conscious straight urban men known as metrosexuals.

By WARREN ST. JOHN

Y his own admission, 30-year-old Karru Martinson is not what you'd call a manly man. He uses a $40 face cream, wears Bruno Magli shoes and custom-tailored shirts. His hair is always just so, thanks to three brands of shampoo and the precise application of three hair grooming products: Textureline Smoothing Serum, got2b styling glue and Suave Rave hairspray.

Mr. Martinson likes wine bars and enjoys shopping with his gal pals, who have come to trust his eye for color, his knack for seeing when a bag clashes with an outfit, and his understanding of why some women have 47 pairs of black shoes. ("Because they can!" he said.) He said his guy friends have long thought his consumer and grooming habits a little . . . different. But Mr. Martinson, who lives in Manhattan and works in finance, said he's not that different.

"From a personal perspective there was never any doubt what my sexual orientation was," he said. "I'm straight as an arrow." So it was with a mixture of relief and mild embarrassment that Mr. Martinson was recently asked by a friend in marketing to be part of a focus group of "metrosexuals" — straight urban men willing, even eager, to embrace their feminine sides.

Convinced that these open-minded young men hold the secrets of tomorrow's consumer trends, the advertising giant Euro RSCG, with 233 offices worldwide, wanted to better understand their buying habits. So in a private room at the Manhattan restaurant Eleven Madison Park recently, Mr. Martinson answered the marketers' questions and schmoozed with 11 like-minded straight guys who were into Diesel jeans, interior design, yoga and Mini Coopers, and who would never think of ordering a vodka tonic without specifying Grey Goose or Ketel One.

Before the focus group met, Mr. Martinson said he was suspicious that such a thing as a metrosexual existed. Afterward, he said, "I'm fully aware that I have those characteristics."

America may be on the verge of a metrosexual moment. On July 15, Bravo will present a makeover show, "Queer Eye for the Straight Guy," in which a team of five gay men "transform a style-deficient and culture-deprived straight man from drab to fab," according to the network. Condé Nast is developing a shopping magazine for men, modeled after Lucky, its successful women's magazine, which is largely a text-free catalog of clothes and shoes.

There is no end to the curious new vanity products for young men, from a Maxim-magazine-branded hair coloring system to Axe, Unilever's all-over body deodorant for guys. And men are going in for self-improvement strategies traditionally associated with women. For example, the number of plastic surgery procedures on men in the United States has increased threefold since 1997, to 807,000, according to the American Society for Aesthetic Plastic Surgery. "Their heightened sense of aesthetics is very, very pronounced," Marian Salzman, chief strategy officer at Euro RSCG, who organized the gathering at Eleven Madison Park, said of metrosexuals. "They're the style makers. It doesn't mean your average Joe American is going to copy everything they do," she added. "But unless you study these guys you don't know where Joe American is heading."

Paradoxically, the term metrosexual, which is now being embraced by marketers, was coined in the mid-90's to mock everything marketers stand for. The gay writer Mark Simpson used the word to satirize what he saw as consumerism's toll on traditional masculinity. Men didn't go to shopping malls, buy glossy magazines or load up on grooming products, Mr. Simpson argued, so consumer culture promoted the idea of a sensitive guy — who went to malls, bought magazines and spent freely to improve his personal appearance.

Within a few years, the term was picked up by British advertisers and newspapers. In 2001, Britain's Channel Four brought out a show about sensitive guys called "Metrosexuality." And in recent years the European media found a metrosexual icon in David Beckham, the English soccer star, who paints his fingernails, braids his hair and poses for gay magazines, all while maintaining a manly profile on the pitch. Along with terms like "PoMosexual," `just gay enough" and "flaming heterosexuals," the word metrosexual is now gaining currency among American marketers who are fumbling for a term to describe this new type of feminized man.

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