Havas PR

February 18, 2014 09:35 ET

They "Came Out" 10 Years Ago -- Where Are They Now?

A Paper from the Global Trendspotter Who Popularized the Term "Metrosexual" in 2003 Charts the Evolution of Men Since Then

NEW YORK, NY--(Marketwired - Feb 18, 2014) - Readers of The New York Times on June 22, 2003, were the first to witness the "coming out" of the metrosexual, where trendspotter Marian Salzman said this: "Their heightened sense of aesthetics is very, very pronounced. They're the style makers. It doesn't mean your average Joe American is going to copy everything they do. But unless you study these guys you don't know where Joe American is heading."

Salzman -- currently CEO of Havas PR North America, she was chief strategy officer of Euro RSCG, predecessor to Havas PR's parent company, Havas -- has been studying the evolution of men ever since. Back then, she and her team noted how the term "metrosexual," coined by British journalist Mark Simpson, fit trends they were seeing throughout society and adapted it for a client. Then Salzman took it to just about every corner of pop culture and around the globe.

Masculinity has evolved significantly -- much like the now-retired metrosexual poster boy, David Beckham -- and Havas PR has moved along with it. The agency has helped define the new look of men through thought leadership in the form of books (most notably The Future of Men), blog posts, bylined articles, speaking engagements and more. The latest is a white paper called "Being a Man: The Metrosexual a Decade On."

This update offers comments about men (and the marketers who love them) from Havas PR's trendscout network worldwide grouped into 10 sightings, from how men today value self-care and are tuned in to women to the multiple roles they now play.

"The men's market appeared from nowhere and blossomed in 2003-04, and we were at the forefront in recognizing the softer side of men," says Salzman. "A decade later, we are seeing men and women redefining the gender dynamic. This is the new dance, with gender blurring at the core of what's next."

To read more about the white paper's 10 sightings in detail, discover what Havas trendscouts are saying about men today and read the agency's conclusions, download the paper by going to, then clicking on White Papers under the Brainfood tab.

About Havas PR North America
Our call to action is "Connected," and our commitment is to the Future First. As the North American earned-media and buzz boutique within French holding company Havas, we're part of the Havas PR global collective. Headquartered in New York City with offices across the country, Havas PR North America is one of the most awarded agencies of its size in the U.S. Clients include Au Bon Pain, Bayer MaterialScience, the Bob Woodruff Foundation, Coty, the Emilie Parker Art Connection, #GivingTuesday, Sanofi, Transitions Optical and the United Nations Foundation. For more information, go to