Men Spend More Money to Improve Their Self-Worth. Don't Be Stupid, Cash In Early

Earlier today, Gay List Daily sent its (mostly male) subscribers an invitation to try John Allan beauty products. The pitch began like so:

Meet John Allen. He's been quietly hiding in New York developing a line of men's care. His set of products satisfies a man's every grooming need, from hair care, personal care, shaving, and skin beautifiers.

Skin beautifiers?

Okay. I realize I'm on a gay mailing list, but mens' increasing willingness to explore beauty regimens -- and shop for style's sake (think Beckham!) -- isn't a gay vs. straight thing anymore. For a growing number of guys, the pursuit of youth, beauty and expensive jeans has become a norm. And not just among metrosexuals. (In fact, most men we'd call "metro" don't even like the term.)

How much do we know about mens' changing self-perception -- and their shopping habits? Probably too little. Marketers and book writers like shining the spotlight on the so-called gender minority with her iron hand on the family pocketbook. She's always stealing the show!

Meanwhile, we've let Axe run off with the New Male Order.

Looking to change that? Then you should read Branded Male.

Metros aside, men aren't primarily lumberjacks, beerhounds and prepubescent pervs. Like women, they vary by the moment -- and almost all of them are insecure about their looks. Branded Male explores how male consumers evolved, provides snapshots of different types of men, and explains how to reach each one with a bullet-filled "Branding Toolkit" at the end of each chapter.

It's a fun read. More importantly, it's worth reading: by 2015, 50 percent of men are expected to be using some kind of skincare or youth-enhancing product, up from four percent in 1990. That's a big jump -- and it's filled with money.

But don't take my word for it! Check out the Branded Male blog, where you can actually talk back to the author. (Few have seized the opportunity.)