‘Fair’y Tales – The Age of the Metrosexuals
‘Metrosexual’ is a neologism that originated in the article written by Mark Simpson, in the British Morning newspaper Independent, in 1994. The term refers to a man who especially lives in an urban, post-modern and capitalist culture, so says wiki. These men show lot of interest in costumes and making themselves beautiful. This slightly borders narcissistic tendencies among these metrosexuals. Mark identified the famous football player David Beckham as the best example for metrosexual.
As discussed in the earlier part of this ‘Fairy Tales’ series, after 1991, the post liberalized India saw a new breed of men emerging in the Indian metros. The best Indian example for metrosexual could be Bollywood actor Sharuk Khan. One more Indain example could be actor, model John Abraham. These men love to groom their hair fashionably and wear fashion attires and accessories. The emergence of this group of men was predominantly the upper class, and later the creamy layer of economically sound upper middle class youths joined the club.
A whole new kind of businesses streamed to cater their needs. The beauty parlors which were thronged only by women folks, then, got surprise rise in male customers visit. Hence male beauty parlors, which were literally unknown in the Indian milieu then, mushroomed in the metros. Now spas and family saloons have become the order of the day.
The emergence of IT industry in India brought about an unprecedented level of change in the urban lifestyle. Their pay was enviable, for no other sector could provide such fatty packages. Close to them came the MBA professionals, who filled the higher level administrators’ seats in MNCs and Indian Companies. ITians are known for their lavish spending and cited as one of the important reasons for the steep rise in cost of living in metros.
Metro sexual and the self earning modern women in India were not only beauty conscious but also health conscious. Hence many of them became very selective in choosing the brands that would cause no harm, if not less harm, to their skin. The cosmetics industry sensed the change precisely and began to play their game on a different style.
Just enter any of the cosmetics stores in an Indian Mall or even the cosmetics section of a super market. Try any of the showcased products at random. You would find – ‘Natural, 100% SAFE, with Herbal ingredients, Ayurvedic …’ these are just some of the most common words that you would stumble upon in any such product. Because these are the ‘key words’ that make those creams and cosmetic items sell like hot cakes.
Accompanying them, intense market surveys and researchers are carried out to understand the consumer behavior to the core and business models are being developed or the available model being customized accordingly. These types of studies enable the companies to attune themselves to optimum exploitation of the customer behaviours. Behind all these market hoopla and void promises where does the truth find its place? What exactly one could understand scientifically about skin lightening? We’ll ponder over it tomorrow.