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Today, as never before in the UK, there are a plethora of masculine identity categories referring to men who show an interest in non-typical masculine activities. For example, men aged 25–44, whom are passionate about global cuisine and cook to impress or seduce are termed "gastrosexuals' (PurAsia, 2008, p. 3). Yet if they throw dinner parties to display their culinary skills they may be coined "mentertainers' (Metro, 2009). Displaying an interest in interior design with an eye for matching pillows with the living room upholstery and decor can result in being called a "Martha Studly" (Brennan, 2007). Indeed, even traditional feminine activities and items now have male counterparts and labels. For example: Brazillian bikini waxing¹ becomes a boyzillian or manzillian; eyeliner becomes guyliner; handbag becomes manbag; makeup is mankup; non-head body hair removal is termed manscaping; mascara changes to manscara; pantyhose become mantyhose; panties are reworked to manties and there are many more. But what is common with these activities, items and identity labels (see Appendix for additional terms) and also present in previous incarnations such as the 17th century Fop, 18th century Macaroni, 19th century Dandy, 20th century Flaming Heterosexual and the New Man of the 1980s and early 1990s, is men's interest in appearance (Coad, 2008, pp. 22–24).

DOI: 10.1057/9781137404749_3

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