A sign of the times: male cosmetics means a more equal society

Posted on November 27, 2007
Filed Under Health and Fitness

Once upon a time, masculinity was characterised by traits such as restricted emotions, self-reliance, aggression and a general disassociation from all things ‘feminine’. However, the 21st century male has moved on from this traditional model.

Indeed, gender roles of both men and women have shifted greatly over time. For example, some traits that are considered feminine today such as wearing makeup and jewellery, were once part of the man’s domain, but cultural shifts and the development of femininity as a concept contributed towards a change in what was deemed to be ‘acceptable’ traits in men.

And the most significant shift in gender roles in recent years has been the emergence of the image-conscious male, where it’s now deemed socially acceptable for a man to take pride in his personal appearance and spend time grooming themselves.

This change is reflected in the many male-orientated cosmetics that are now available, with role models such as David Beckham contributing significantly towards this cultural shift, appearing in countless cosmetic commercials and changing his image frequently.

Although grooming products for men is nothing new, it’s the commercialisation of them, the acknowledgement that it’s now ‘okay’ for a man to care about his appearance that has changed. Indeed, entire grooming kits for men are now available, and not just the economical ‘shower-gel and comb’ sets that were once a common stocking-filler at Christmas, but professional grooming kits that are tailored towards the 21st century male.

Where once it was perhaps common to hear “I’m running late, I’m still doing my hair” from a mother, sister or girlfriend, this is now a common sound-bite from the male domain too. Professional hair ‘clipper’ sets are now commonplace, enabling a man to maintain a consistent hairstyle and also avoid having to pay exorbitant hairdresser charges.

There are also countless other personal care products available that, maybe 20 or 30 years ago, would be regarded as being ‘female’ items, such as skin exfoliators, anti-wrinkle cream and even eyebrow-pluckers. Many argue that this shift in gender roles is a good thing, as it means men are becoming more in touch with their feminine side and it reflects a move towards a more equal society. And it’s difficult to argue with this, as it’s evident that women now have more opportunities than ever before, working in environments that were once dominated entirely by men. And whilst some inequalities still prevail, it is certainly a move in the right direction.

The 21st century man is a different person from the man of only a few generations ago. It seems that the modern male is more in touch with his feminine side, and this is evident through the countless grooming products that are now aimed specifically at men. This can only be a good thing, as it narrows the gender gap and perhaps indicates a move towards a more equal society.