Well the call for this Narnia-like wonderland has been answered. Men’s grooming is a boom industry and Australia is riding the wave hard. Men everywhere are starting to maintain some of the upkeep the women folk have been practicing for years… and both sides of the fence are loving it.

Grey hairs are disappearing, stubble is seemingly more manicured and the monobrow, well we’ve almost beat that out of existence. Wonderful salons are popping up around the country catering to the male need and the female want.

We took some time out with Leycester Corey of Guys Grooming in Perth to ask him what this new market is all about.

So men’s grooming… give us the over view, what’s it involve?

Men’s Grooming is one of the fast growing industries at the moment due to the change in perception on how men should present themselves. Men are now going beyond brushing their teeth and washing their hair to present themselves successfully for both business and the fairer sex. Men’s Grooming incorporates the whole body from head to toe and everything in between. This includes well known treatments such as hair styling and colouring (especially for Grey) as well as shaving and trimming the beard areas. Men’s Grooming also includes treatments that are relatively new to the average man such as massages, facials, Hand and foot detailing, tanning and waxing.

And what are the most popular treatments for men?

Guys Grooming has had interest in all treatments but the most popular have been waxing and hair colouring. The modern man does not have to be hair free, but a well groomed approach to body hair in all areas is now very important to men wanting to present themselves successfully on that first date or that Board meeting. Men should always have two eyebrows, not one and hair does not need to be seen poking out of noses, ears or shirt collars. Guys are very conscious of looking their best and are regularly keeping the grey either away or at a reduced level to feel confident.

And what sort of guys are you seeing in the salon?

We have guys from just about every area, age and profession. We were blown away with the cross section on Men who care about their grooming needs. From Solicitors and CEO’s to Brickies and guys in the mines, we have them all as regulars. We have the casual surfers and the Professional Sportsmen. Basically, if you use your body, you need to maintain it. The teenagers focus on their looks just as much as the retirees like to feel relaxed. Wives book in their husbands and office workers refer their mates. We have yet to find a demographic that has not come back to Guys Grooming.

Any celeb client names you can drop?

We would love to drop a few names but the great thing about Guys Grooming is that we provide a relaxed atmosphere where guys can feel confident that they won’t be bothered, so advertising who comes here would go against that principle. We can say that we do have some of the guys from the Eagles, Dockers and Glory as well as Radio and TV personalities as regulars and have been known to groom some of the rock bands when they come to town.

Why has men’s grooming become so popular over the last few years?

Men’s Grooming has evolved so fast in recent years because of the lack of focus in salons on Men and the role models that are constantly in front of us. Ten years ago, Beckham stood out as a very well groomed guy, now you see guys dressed and groomed just as well as him every day. Women have been enjoying the benefits of regular treatments for years but the males had to be content with fitting in to an environment built around the thriving female business. Sales of men’s grooming products reached A$374 million in Australia last year, yet men have had to wait last in line and listen to Enya in pretty pink salons if they want a treatment. We have seen a huge demand for male grooming venues (not salons) that provide a comfortable masculine environment for treatments and retail in Australia.

What will differ between a guy’s treatment and the traditional treatments for women in salons?

A guy’s treatment will differ from a woman’s treatment because they have a different focus. Men want simpler options and need to maintain a regular high level of grooming rather than significantly change the image as beauty treatments tend to do. Men want the ladies to notice that they look younger and feel more confident but do not necessarily need them to know why. A great example is Hand Detailing as opposed to a Manicure. If you detail your car, you tidy, clean and protect it, but you do not change the colour of the paint. A hand detail follows the same logic, all men need to know is that the hand or car looks and feels great without creating unwanted attention.

And what about the salon environment itself?

This is a major factor that differentiates the female and unisex salons from Male Grooming venues. The male clients have to feel comfortable before they can relax and enjoy the experience. Guys Grooming prides itself in NOT having Waterfalls, pink decor, women’s magazines and all the other female comfort items that define the typical salon. Men’s grooming venues need to cater specifically to guys wants and needs while staying professional and modern. We have especially focused on the things that matter to men, like magazines and Foxtel channels on Business, Sports and Men’s Fashion.

And what’s behind it all? What are guys really wanting from a grooming experience?

In a Word, Confidence. They want to walk out feeling better looking, cleaner, fresher, sharper and more relaxed than when they walked in. Who does not want to increase their chances for a successful boardroom presentation or that cute girl in accounts? We provide the services that make them feel better about who they are and how they present themselves. Your chances for success go up dramatically when you don’t have to worry about nose hairs in night clubs and mono brows in the meetings.

So does it really work? Do you hear success stories from return clients?

It sure does work and there are some relationships out that we would like to think that we helped start. We have a client who comes in before every big presentation for a hairstyle, massage or facial to give him that confident edge. A great indication is the amount of guys that return to us regularly to maintain their new grooming regime, especially before the Friday drinks and weekend parties. It is also great to get emails from the Wives and Girlfriends thanking us for grooming their man.

So what exactly does it mean? The term was first coined in 1994 by journalist Mark Simpson who described the metrosexual as: “…a young man with money to spend, living in or within easy reach of a metropolis – because that’s where all the best shops, clubs, gyms and hairdressers are. He might be officially gay, straight or bisexual, but this is utterly immaterial because he has clearly taken himself as his own love object and pleasure as his sexual preference. Particular professions, such as modelling, waiting tables, media, pop music and, nowadays, sport, seem to attract them but, truth be told, like male vanity products and herpes, they’re pretty much everywhere.”

And what makes a metrosexual man? He’s been defined as a sensitive, well-educated, urban dweller who is in touch with his feminine side. He may have a standing appointment for a weekly manicure, and he probably has his hair cared for by a stylist rather than a barber. He loves to shop, he may wear jewellery, and his bathroom counter is most likely filled with male-targeted grooming products, including moisturisers (and perhaps even a little makeup). He may work on his physique at a fitness club (not a gym) and his appearance probably gets him lots of attention — and he’s delighted by every stare. Soccer superstar David Beckham has been described as the ultimate metrosexual. He may well be a highly respected athlete, but he wears sarongs and nail polish, and has even posed for gay magazines. As the American online magazine Salon said, he has admitted that he likes to be admired, and does not care if it’s by women or by men.

Indeed, many men probably do admire Beckham and envy him for more than his million-dollar soccer contract. His wife undoubtedly enjoys his company not only as a husband but also as a shopping companion.Speaking of shopping, the rise of the metrosexual is the reason why major fashion labels, which up until recently focused on women’s clothes, have got exclusive men’s lines with separate ad campaigns that frequently grace the pages of GQ, FHM and other men’s mags. Between pages of heaving cleavages, are labels, labels and more labels. It seems a lot of guys are curious about the summer collection from Calvin Klein and what colours Ralph Lauren is bringing shirts out in.

But is the average Aussie ’bloke’ really ready to transform himself into a metrosexual? Certainly the marketing gurus are all on the job to encourage such a transformation. Consider Sunsilk’s latest shampoo offering which is a range specifically designed for men. The range was launched with a somewhat amusing television ad featuring a number of ostensibly blokey Collingwood players extolling the virtues of hair care. Will it encourage the Aussie bloke to use the product? I guess the sales figures will be telling, but first and foremost, you can count on most guys thinking that the big men at Collingwood need to focus on things other than shampoo if they want something to really get excited about next year. Go the Pies…

Yes my friends I am talking about the ascendance of the Toyboy within the urban centers around Australia. The Toy Boy has been popularized by celebrities such as Madonna (49) and Guy Ritchie (36), Demi Moore (44) marriage to Ashton Kutcher (26) and even the Cameron Diaz (33) and Justin Timberlake (25) relationship. The “toy boy” has also become fashionable amongst business women pressed for time and more recently, amongst couples. ‘Why?’ You ask. For most couples, the single man offers a convenient alternative to the single girl. It adds many more variables to the bedroom where the only limit is one’s imagination.

One of the greatest advantages of Toy Boys to couples is that they present an uncomplicated and readily available sexual addition to the bedroom. Whilst single girls, from a couples’ point of view, can be illusive at times and require much coaxing, single men will readily jump at any booty call in the wee hours of the morning with little or no encouragement needed at all. The Toy Boy provides the redefinition of no strings fun, removing any issue of jealousy of emotional complications. If you would like a Toy Boy of your own right now, simply log onto RedHotPie right now and pick one up today. No batteries necessary.