“As recently as a few years ago, only certain men were open to using anti-wrinkle creams, scrubs, or face washes. However, in 2012, men across all demographic groups are embracing the use of male grooming products. Furthermore, Kline’s consumer research has found that some ethnic groups are using non-essential grooming items more regularly than others. Men’s grooming products have gone mainstream with more men adopting an enhanced grooming regimen as a part of their daily lifestyle.
The term “metrosexual” no longer serves because it used to imply a certain niche group, whereas in 2012, Kline observes that all types of men, in urban and suburban areas, are using male grooming products. The male grooming market is expected to be a mainstay with rising demand from consumers.“