Meet the neosexual man

HE'S fit and healthy, funny and handy around the house . But he’s also particular about his grooming - he's the neosexual man.

B+S neosexual

IN THE 1990s there were snags and then there were metrosexuals. Now, there are neosexuals. All hail the rise of the man who's handy but grooms often.

Over the past few decades, there’s been an evolution of sorts going on among desirable men. First there was the arrival of SNAGS (sensitive new age guys), then came metrosexuals. Now, the latest breed of male said to be turning women’s heads is the neosexual.

A neosexual is a man who is caring and sensitive to his partner’s needs – but without losing his masculinity.

He’s fit and healthy, has a good sense of humour and is handy around the house. But he’s also particular about his grooming, even going so far as to have facial surgery, anti-ageing injections and beauty treatments.

** What women want

Social demographer Bernard Salt believes women are driving this new trend and are seeking "trophy husbands" in the same way that men used to seek trophy wives.

"Men will basically do whatever they need to do to get them where they want to be – which usually means attracting women," Salt says.

"We try to fit the market demand all the time and now we are seeing the return of the manly man without being too macho."

** Nip and tuck

The neosexual is not averse to a little nip and tuck, according to cosmetic physician Dr Tass Tasiopoulos.

"Botox among men used to be a taboo subject but more have been led into it by their girlfriends or wives."

Tasiopoulos says in recent years his clientele now includes straight men from a variety of professions, including plumbers and tradesmen.

** Changing expectations

New research from Aussie Blokes underwear has also found that men now buy 50 per cent of their own underwear whereas five years ago 65 per cent of women bought their man’s underwear.

Aussie Blokes sales and marketing manager Rick Harris says his label emerged because of a perceived swing back to "blokedom".

Yet Salt says some metrosexual habits have remained as men have become more comfortable with "self-packaging" and not being the sole bread winner, just as educated women are comfortable marrying a "tradie". "Women are changing their expectations as men are changing their behaviours," Salt says.

"Men are very comfortable with what might once have been regarded as vain pursuits."