Men's grooming and skincare market

Men's skincare - in Cosmetics and toiletries to the USA
http://www.austrade.gov.au/Cosmetics-and-toiletries-to-the-USA3862/default.aspx
The male grooming sector (in the US) has emerged as a multi-million dollar business over the past few years. This has seen a number of manufacturers and retailers specifically target an increasingly image-conscious male population. Key targets within this particular market segment will include teens (reflecting in part the fact that the population of 15 to 24 year old males will increase by over 10 per cent by 2010) and the greying baby boomers who are now starting to drift into the ‘seniors or over 50's’ category (and who will be targeted with products such as anti-ageing skincare products and hair colouring products).

Marketing men's grooming products - in Retail revolution
http://www.smh.com.au/news/employment-news/retail-revolution/2005/08/05/1123125883044.html
Ironically, it is the very category that has ridden on the back of the fabled metrosexual - the male grooming sector - that both Chalke and Adams said is failing to hit the mark. More often than not, companies operating in this space import ads starring men who fail to strike a chord with the Aussie bloke or the tone of their marketing is too feminine.

"Car manufacturers are very good at comparing bhp [brake horsepower] output of different cars, but somehow [skin-care] companies have yet to be able to compare moisturisers in a similar way," Adams said.