We have previously debated the evolution of archetypal man and defined it as a move away from macho and towards an expression of masculinity that could be interpreted on many levels.Freedom of expression per se is big business and whilst the portrayal of male celebrities 'being in touch with their feminine sides' has undoubtedly helped,we as consumers,and particularly male consumers,no longer just define ourselves by our jobs but by a whole host of components making up our personalities and this is starting to be reflected in the current innovation and marketing of male grooming products.
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