1. Metros, Retros, Machos, OH MY!

2. The significant challenge of trying to classify men as marketing segments.

3. Societal Change Blurring the notions of Gender Identity

4. Big Switch Because men have been a marketing afterthought for more than a century.

5. It’s confusing trying to sell stuff to men. Partly because so many guys are confused.

6. Metros, Retros, Machos, OH MY! The significant challenge of trying to classify men as marketing segments.

7. Metrosexuals What is a metrosexual? How did metrosexuals evolve? Why are metrosexuals a marketers’ and advertisers’ dream?

8. What is a Metrosexual? Defined as: Straight Sensitive Well-educated Urban dweller In touch with his feminine side Trendy Keen sense of grooming and fashion

9. What do metrosexuals do? Brad Pitt is considered a metrosexual The new metrosexual man: Takes pride in his body.

10. Metrosexuals are like women.

11. What do they do like women? Metrosexuals shave like women.

12. What do they do like women? Metrosexuals take care of their faces like women.

13. Like women, metrosexuals... Use cleansers and moisturizers

14. A straight man who enjoys pampering himself with things such as: Manicures, Pedicures, Facials, Massages.

15. Who are also metrosexuals? Beyond Brad Pitt the press identifies Leonardo and Spiderman as metrosexual

17. How do they spend their time? He may have a standing appointment for a weekly manicure. He probably has his hair cared for by a stylist instead of a barber David Beckham is also seen as a metrosexual

18. Bend ‘em Like Beckham– who wears sarongs and nail polish.

19. Metrosexuals also like... To shop Wear jewelry According to ESPN, Dennis Rodman is a metrosexual

20. One of the telltale signs of metrosexuals is their willingness to indulge themselves... Whether for a Prada suit or spending a couple of hours at a spa to get a massage and facial.

21. His bathroom counter is filled with male grooming products.

22. He may even wear makeup.

23. Tom Cruise is also considered a metrosexual.

24. Why is Cruise viewed a metro? “He’s in his 40s, but uses All the technology of beauty and fashion to remain a: Desirable, Smooth-skinned, Buffed boy, With a tart grin.” (Mark Simpson 2/12/04)

25. “There is no ‘mystery’ about his sexual preference -- His stunningly successful film career is a testament to his passionate love affair with... TOM”

26. Who coined the term Metrosexual? Mark Simpson A British writer who introduced it in July 2002 to Salon readers He wrote about metrosexuality clear back in 1994, however. So how does he define metrosexual?

27. Simpson’s Definition Young man With money to spend Living in or within easy reach of a metropolitan area Because that’s where all the best shops, clubs, gyms and hairdressers are University Cal. State Fullerton professor sees Ian Thorpe as a metrosexual

28. Will Smith also seen as a metrosexual.

31. They might devote an afternoon to choosing their ultra-fashionable attire for the night. They may don an apron and prepare a mean and meatless pasta dish for friends.

32. In Simpson’s view, he may be Gay, Straight, Or Bisexual. Pleasure is his sexual preference

33. “From a marketing perspective it makes perfect sense to maintain officially that metrosexuals are straight... After all advertising is trying to persuade as many men as possible to buy into consumerism.”

34. “But sexuality is utterly immaterial because he has clearly taken HIMSELF as his own LOVEOBJECT.”

35. Particular professions attract them Simpson says these include: Modeling Media Pop music Sports But they’re pretty much everywhere Simpson see Arnold Schwarzenegger as an early metrosexual

36. From body builder to actor to governor to metrosexual

37. “They do have heroes, but usually aesthetic ones. Men who are famous for their looks and style, rather than say, their political or military achievements. They do admire sports heroes, but generally only the ones with the best media profile and product-endorsement deals.” (Simpson)

38. In the Sports World... These athletes are viewed as metrosexuals by ESPN.

39. Metro Athletes: Alex Rodriguez and Jason Seahorn

40. Metro Athletes: David Beckham and Derek Jeter

41. Metro Athletes: Dennis Rodman and Mike Moda

42. Metro Athletes: Oscar Dela Hoya

43. According to ESPN, these athletes will never be metrosexuals.

44. But most likely Retros Backlash Retrosexuals Have little fashion sense beyond matching their T-shirt. Return to the “manly”, traditional GUY’S GUY. Antonym of Metrosexual. Men who are not metro.

45. Never going to be metro: Allen Iverson and Brett Favre

46. Never going to be metro: Randy Johnson and Eric Gagne

47. Never going to be metro, Macho?: John Daly and Edgerrin James

48. Retros: Carl Malone and Patrick Rafter

49. How did metrosexuals evolve? Born out of a “hyper-consumer age Post-industrial age Identity and personality are not inherent Replaced by lifestyle choices, consumption patterns, brands, and social circles.

50. Metrosexuality is a mainstream mass- consumer phenomenon involving the complete commoditization of the male body.

51. You can’t have metrosexuals without the media. Metrosexuals is one the flagrant symptoms of media-saturated world. The male body was the last frontier It’s now being thoroughly explored and mapped. Men’s magazine’s have become like women’s magazines – gender manuals, maps and bibles.

52. Why are metrosexuals a marketers’ and advertisers’ dream? Euro RSCG Worldwide surveyed men 21 to 48 in 200 cities in a study called The Future of Men:USA

53. THE CONCLUSION: There is an emerging wave of men who chafe against the restrictions of traditional male roles.

54. THE CONCLUSION: They do what they want, enjoy what they want – regardless of whether some people might consider these things unmanly.

55. New magazines that fuel the flame. Maxim FHM Both encourage men to dress to the nines and fall into line with ideal images of men with washboard abs and bulging biceps.

56. A prominent metrosexual man Psychology Today survey shows: 43% of men are dissatisfied with their overall appearance. 63% are unhappy with their abdomen in particular.

57. A real trend that advertisers are tapping into. In 2004 more pandering to the metrosexual population, according to Euro RSCG Worldwide. The are viewed as one of the world’s top ten trends.