The word “metrosexual” categorizes a new breed of stylish, straight throughout the Europe and the US who storm the trendy boutiques of rue Faubourg Saint Honoré and Avenue Montaigne in Paris for the best of the best in fashion that makes them sexy.

Mostly European, the most visible of the day are the famous British soccer star David Beckham and Hollywood sex symbol and heartthrob, Brad Pitt.

Metrosexuals men actually rival women in their mania for the perfect appearance. Although they are athletic in general, they spend more time in front of the mirror, at the best hair salons and shopping at trendy boutiques like Maria Louisa, l’Eclaireur and Onward than they do talking sports. They know every current fashion trend and are well versed in the virtues of using cosmetic products that go far beyond traditional aftershave and deodorant.

Jean-Paul Gaultier seemed to have it right when he launched his own long-awaited line of cosmetic products for men more than a year ago. Today more hallmark companies like Lancôme and L’Oreal have set their sights in their marketing and advertising strategies on this growing market whose members wield an incredible purchasing power dedicated to making themselves beautiful and sexy.

British writer Mark Simpson coined the term “metrosexual” in 1994 in an article in he wrote for the UK national newspaper, Independent. In 10 years time since it was first mentioned, the term has been proudly brandished by beauty and fashion conscious men.

Out with the, “I don’t care about fashion” attitudes and long live today’s vocabulary which includes “Boateng red”, in reference to the special red hue found in many suits and shirts by superstar designer Ozwald Boateng.

In their vocabulary, Hedi Slimane is just as common a household name as Linda Evangelista or Naomi Campbell was in the early 1990s.

Metrosexuals boast of spending huge amounts of money on beauty products such as cold creams, facial scrubs, anti-wrinkle creams. The eyebrows are arched with razors, the skin is baby soft and the wardrobe is always impeccable.

And these men spend at least three days a week in the gym in the never-ending quest for beauty and to eradicate physical imperfections such as stomachs that cannot be legally declared washboard hard. For them, it’s all part of taking their acknowledged sexual power over women to the next level.

The ironic thing is that metrosexuals are indeed 100% heterosexual.

Some metrosexuals are in fact mistaken for being something that they are not, simply because they too crave attention and chose to be desirable. Some find it flattering and even enjoy playing on sexual ambiguity. But let there be no doubt, they are the driving force behind new trends in marketing and campaigns.