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To quote author S.E. Hinton -- herself a molder of many young 70s minds -- that was then, and this is now. You'd be forgiven for wondering, however, if what was then was also now. Think about it. With the skyrocketing sales of worn bellbottoms and tube tops and sandals and exfoliants, one could be forgiven for wondering if another gender revolution is starting. After all, we have our own questionable war and embattled president, and fuel prices are comparable to those suffered during Jimmy Carter's presidency.
It's probably natural, when you get down to it -- if the whole world's going to hell, why not look good while it's happening? In today's climate, after all, it all makes for good TV. Rolling blackouts? Weapons of mass destruction? Enron? No matter. Grab a gal, a guy, whatever your preference may be -- tonight we gonna party like it's 1979!
Experts say this is probably only the beginning. "We estimate the market will continue to grow as more spas create unisex themes, "male only areas' and male-targeted menus and retail areas," says Melinda Minton. "There are several spas now that only allow men. This trend, like many trends, has taken hold in larger urban areas but will be found more in more in suburbia and even rural America, as men are allowed to go to spa settings without feeling like it is a feminine choice or a taboo activity because of their gender."
Marian Salzman concurs. "(I'm) not sure that anyone has put a dollar figure on what metrosexuality means, but we do know that the whole media mania over it has probably resulted in men being that much more confident when they dig into their pockets to purchase items that were once upon a time "feminine.'"
Which, when you get down to it, was probably the whole point. Men are being marketed to, and they're buying into it -- to, in turn, better market themselves to an employer, women, or other men. At the same time, however, a reshuffling of gender roles is happening -- one the 70s only hinted at -- and it's anyone's guess who will be left holding the cards.
Regardless, perhaps some of these newly minted peacocks are starting to see what it's like to be held to the famed "beauty myth" that women have been held to for all these years. It's not enough to know how to change your oil and your underwear. No, you now need an eyebrow waxing, some chest shaving, and a familiarity with at least 10 top fashion designers (not to mention a PalmPilot to help you keep up with everything). Anything else, as the deodorant commercial reminds us, would be uncivilized.
Yes, America, only one thing is powerful enough to change such long-held social mores in such a fashion, so completely, and so swiftly. It's something called capitalism, and it's spelled with a big "ol capital "Me."
