The purpose of this paper is to show one of the rapidly evolving consumer trends, the gender complexity, which reflects that traditional gender roles are becoming increasingly blurred. Males are ...exhibiting more feminine traits in their attitudes and behaviours. Regarding this rising trend the growing importance of cosmetic products and plastic surgery for men is observed in this contribution. The paper examines the current situation and trends at the global level of cosmetic products and services for men as well as predictions for the future. We analysed the number of plastic surgeries for men in different parts of the world as well as the diversity and sales trends of the cosmetic products. The main findings are that in the field of plastic surgeries for men as well as in the field of cosmetic products for men, there are still many challenges and the potential for further growth. According to the general fact that the Western world is much more obsessed with the ideals of external appearance and beauty than the rest of the world, the data shows, that these ideals are penetrating to the East rapidly. The male market has a financial potential, therefore more and more organizations from different industries invest a lot of efforts and as well as money to attract male customers. Men spend an increasing proportion of their budget for beauty accessories such as perfume, cosmetics and clothing, and for the maintenance of a beautiful body and vitality.
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