There are now so many ‘grooming’ – i.e. male beauty – products on the market in the US they’ve begun to introduce entire aisles in supermarkets devoted to men’s tartiness. Even in Texas.
Shoppers will find “more than 530 grooming products, including razors that sculpt beards, two shelves stocked with rinses to color gray hair, at least 15 body washes with names such as Swagger and Komodo, lotions that promise to smooth wrinkles, sprays to mask body odors, and eye roller gel to lighten dark circles.”
Called ‘Men’s Zone’ (which sounds, I can’t help but point out, like a gay leather bar) and apparently sponsored by cosmetics giant Procter and Gamble, the concept seems to be separating men’s ‘grooming products’ from women’s beauty products — so that men feel less anxious, and more manly, about their metrosexuality.
And buy even more beauty products.