I was at a poolside barbecue this weekend, hanging around a burger- and brat-filled grill with a buddy I haven’t seen in a while. As I added more meat and the flames kicked up, the conversation turned from “nice fire” to “so what have you been up to?” I told him how I was expanding my column onto the web, and gave examples of some of the topics and products I was covering. “Oh,” says Old Friend, with a hint of a smirk, “so you’re creating Metrosexuals.”



After I released my hand from the back of his head and he pulled his charred face from the grill, I politely explained that the term “metrosexual” was invented by jackass marketing wonks solely to sell product to men. It’s a wholly inaccurate generalization for men who like to take care of themselves, and I’d prefer if he didn’t use that term. (Of course I’m exaggerating. I wasn’t all that polite).

Why do I hate the term metro? No, I’m not metrophobic. Or a closet metrosexual. Here’s the reason: the term sounds feminine. Period.

Look, I’ve made a career out of helping guys learn to dress better, look better, live better - and be comfortable doing it. It pisses me off when guys hear the M word and start to think that by using a higher end shave cream, or actually having nice furniture in their place, maybe they are becoming less of a man. Not true. In fact, most guys I know who could be called metro for their grooming habits, do it because they know women respond better to men who take care of themselves.

Fortunately most marketers are starting to get it. The cover story for Business Week’s Sept. 4, 2006 issue was Secrets of the Male Shopper. In it they cite a recent study showing only about one-fifth of male shoppers identify themselves as metro. Good. Now maybe marketers and advertisers will start seeing us as we are. More evolved.

Now if you’ll excuse me I have to go pick up some pomade. Manly pomade.