When I was growing up I was exposed to the “Beauty Myth” – the concept of feminine beauty as dictated by the beauty industry, and the consequent social pressure to consume the products of the industry. At that point it was only women who were targeted. Now it seems that men are the new women ! If in any doubt, look at the number of male beauty parlors that have sprung up where men can get facials and manicures and pedicures. And of course they can get themselves waxed. It’s true ! The young, urban, metrosexual, man of today does not consider body hair as a sign of manhood. So even as he is a regular at the gym and aims for six packs, he is a potential consumer of hair removal creams. Then, of course, we have fairness creams. And if that was not enough, now it is color which is being used to expand the market. Young men have been persuaded that black/ blue/ beige is boring. Now they need trousers ( and shoes!) in orange, yellow, purple, green ! What a brilliant game changing move ! Now its time for the jewelry industry to step in – and in an inverted sort of way a feminist goal would have been achieved – equality between men and women.