Metrosexuality became a complex term compared to when it was first initiated by a British journalist, Mark Simpson in 1994. The single, young man who has a high disposable income, living in metropolitan cities where the best shops are (Simpson, 1994) and often regarded by many as homosexual has evolved and changed himself into a more confident, braver, more extravagant and masculine metrosexual man. The role of marketing, particularly the advertising and fashion industry, has significantly helped metrosexuality reinvent the idea itself and shaped the context into a more daring and promising consumer market today.

This master's dissertation research aims to uncover the unknown facts about the metrosexuals, discover new ways to understand their lifestyle according to their psychological and sociological needs using advanced marketing implications and strategies and eventually, target the whole heterosexual men.

The research is expected to finish at the end of September 2009, with the topic concentrating on the grooming product industry. There is an on-going consideration to continue into a deeper study on this area, and should the researcher be successfully awarded a place for a PhD, a funding for this undertaking will be needed.

This Master's Dissertation is a completion of my MSc Marketing degree at Newcastle Business School, Northumbria University, Newcastle Upon Tyne U.K.

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