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Oakbrook Business Review Vol. 4, No. 2, October, 2018, pp. 25-32 Masculinity in Metro-sexuality expressed in Indian television advertisement for men's personal care products Falguni Shelani & Dr. Neelima Ruparel Abstract Skin care which was predominantly an exclusive category for women is no more an exclusive category as the globalised trend of metro- sexuality is catching up the Indian urban men too. Men's grooming products category which includes skin care is currently of size INR 16,800 crore and is expected to grow at a 45% CAGR (Compounded annual growth rate) as per ASSOCHAM report.. Emami, the initiator of men's skincare products, started Emami Fair & Handsome in 2005, and since than many companies came up with similar products. In India men's skincare category is as nascent as thirteen years but due to rising disposable income and increased visibility to metro-sexual culture, this category is expected to grow at a double digit rate. Shaving products are major contributor of men's grooming category followed by deodorants and skincare & hair-care. As men's skincare is a new category and not much explored, it becomes desirable to explore. 'Metro- sexual', the buzzword is a combination of two words, metropolitan and sexual, and was coined by Mark Simpson in 1994. Metrosexual refers to men living in urban area, attracted to women sexually and spending good amount of time and money for his appearance. Whereas Masculinity is a characteristic of men. Masculinity is not a natural attribute but a social quality and is the result of culture. Traditionally skincare is a feminine attribute;although metro-sexual phenomena is spreading quickly in Indian market and it is felt that usage of skincare products might challenge traditional masculinity. The brands targeting men are also very conscious in their communication and promotion.The objective of this research paper is to highlight the ndings of a research study that attempts to identify whether Masculinity in Metro-sexuality is expressed in Indian television advertisements specically for men's personal care products. It tries to evaluate the tone of the advertisements with special reference to masculinity. This typical study has focused on different television advertisements broadcasted in India for men's face wash and these advertisements have been analysed with the help of Content analysis as a research tool. Keywords: Masculinity, Metro-sexuality, Television Advertisements, Men's personal care products INTRODUCTION segment is very nascent and new in India. Emami Ltd is the pioneer of this segment with launch of The female consumer dominated personal care Emami Fair & Handsome, fairness cream for men industry is now partially shared by male as well. A in 2005 with brand ambassador Shah Rukh Khan study from ASSOCHAM highlights that male (Hindi lm Industry-Bollywood Actor). Many grooming industry which is currently is of size of domestic and international companies like INR 16, 800 crore is expected to touch INR 35,000 L'Oreal, Hindustan Unilever, Himalayas, and crore in next three years. As per report male fall in Nevia have followed the trend and launch their the age group between 24-45 years spending more exclusive skin care range for Men. Majorly all the time and money for grooming products than brands came up with moisturiser and face wash. female.1 The reason behind this transformation is India's face wash market which is of Rs. 1,800 raising disposable income, urbanization and crore with men's face wash category contributing exposure to global trend of metro-sexual culture. 15 to 20 % which comes to around Rs. 360 crore In this total size of industry, major contributors are which is very small in size but growing at a double shaving products and deodorants followed by 2 digit rate of 15-20%. Men's skin care and specially hair care and skincare products. Men's skin care face wash products is of very small size but with Falguni Shelani exponential growth rate makes it desirable to Research Scholar, study. In this paper men's face wash is specically B. K. School of Management, Gujarat University, focussed. Ahmedabad 1http://www.assocham.org/newsdetail.php?id=6697 2 https://www.indiatoday.in/pti-feed/story/himalaya- Dr. Neelima Ruparel aims-to-double-market-share-in-mens-facewash-to- Professor, 20percent-929840-2017-05-21 B. K. School of Management, Gujarat University, Ahmedabad Traditionally Skincare is associated to femininity, around the world, it is observed that female skin however shift in gender role also affects to the tone is lighter than the male skin tone of their gender product consumption. Male who are living respective races. Facial contrast i.e. colour of lips, in metro /urbanised area, sexually attracted eyebrows and eyes difference from all over face is towards women, and putting effort and spending also the key differentiation attribute of male and money for their appearance is known as 'Metro- female face. Female across races like Asian, Sexual'. This word is combination of metropolitan Caucasian and European have more facial and sexual was coined by Mark Simpson in 1994.3 contrast than their male counterpart. Colour This metro-sexuality is catching up to urban India cosmetics products in beauty segment provide Men and they are getting adaptive to skin care various products to increase this facial contrast. products but does it challenge traditional (Russell, 2009) Fairness is desired attribute for masculinity? Masculinity means characteristics of females across many cultures like Africa, India, Men. It is not natural biological attribute but it is and Eastern Asia like Japan,-China- Korea, trait acquired by men as a result of culture.4 Philippines, Latin America, North America and Various brands targeting male audience and Europe. Skin lighteners are selling like hot cake catering skin care products are conscious of their and growing at high rate.(GLENN, 2008) In India, brand communication. This study is to focus on Fair & Lovely one of the most trusted brand and tone of television ad broadcasted by various with highest market share is encasing preference brands for face wash in India with special of people for fair skin by selling fairness cream for reference of masculinity. more than three decade.(Shevde, 2008) Skin care and face care was female domain until nineteenth LITERATURE REVIEW century, now male are also getting conscious about their appearance and spending time and Difference of men and women is biological money to improve their looks. This phenomenon whereas gender is psychological traits that are is known as metro-sexuality.(Beynon, 2002). gained through learning from early childhood Metro-Sexual word was coined by a journalist which is outcome of culture of the society. Society namely Mark Simpson in 1994. Media plays inculcates in the minds of children to adopt pivotal role in development and growth of metro- masculinity or femininity as per their biological sexuality, media portrays some unachievable goal sex. (Sobia Bano, 2016) According to Patricia by showing male model having perfect physics Sexton, Male attributes constitutes physical and and facial feature, which affects self condence emotional toughness, aggression, competition, and self-esteem of lay men. Traditionally male freedom, mastery, adventure, technical know- were indifferent to their looks, but now a day's how, risk taking ability, self-direction. exposure to media, social acceptance and (Donaldson, 1993) This is traditional masculinity. conformity creates pressure on them too. If we talk about skin care products, major ( V e n k a t a s w a m y , 2 0 1 1 ) ( R O S E M A R Y products available in the market revolve around RICCIARDELLI, 2009) . The transnational fairness of skin as a result of usage of their brand. magazine that targets upper class, urban male of Indian culture is obsessed with fairness of skin India also portrays European race, fair skinned tone even before British colonial period; the seeds male models. In India too, metro-sexuality is were shown when fair skinned Aryan population taking over traditional Macho image of Indian ruled dark skinned Dravidians. Indian Men. (Mishra, 2017). Metro-sexuality is snacking Mythological books which create early childhood in Indian Culture but it also challenges memories also depicts fairness symbolise masculinity too. It varies in degree from culture to godliness and darkness symbolise evil. However culture as it is result of culture. In culture of New- Indian culture is biased towards gender. Fairness Zeeland and Thailand, using face care or fairness is associated with femininity and desired attribute products challenges traditional masculinity. of female.(Shevde, 2008) Across many races (Leng, 2016) (Rangkaputi, 2017). 3 http://itspronouncedmetrosexual.com/2011/11/dening-a-metrosexual-male/ 4https://en.oxforddictionaries.com/denition/masculinity 26 Oakbrook Business Review However in India, Metro-sexuality is an urban as painful?” while changing scene during his phenomenon, rural India where more than sixty question showing a men applying face cream percent population resides, are not even much while a women tired of waiting for him and a men aware about face care and skin care products for screams to get waxing on his nose for blackheads. men. Limited disposable income, exposure to Moving further, Arjun Rampal suggests Nevia foreign culture through media, distribution Men all in one face wash to reduce dark sports, infrastructure and traditional masculinity are the acne and excess oil. In the last scene Arjun Rampal major barriers for skin care brands for men. Many walking on the street and a girl driving car on the brands for skin care opting masculinity as a same street get distracted due to his charm and hit message to promote metro-sexuality. Brands were another car on the street.6 promoted with the massage that usage of face care product is metro-sexuality but using such This advertisement uses English as medium of products will not reduce masculine image but communication showing informational appeal by enhance social acceptance.

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