An emerging social demographic – the ubers*xual
Wednesday, 14 November 2007
Mike Preston
Look out metros*xuals – social evolution may be overtaking you. According to Trend Hunter, the new cool category tag for men on the go – and the brands that target them - is ubers*xual.
Apparently ubers*xuals are a bit like metros*xuals in appreciating some of the finer things in life: fitness, gourmet cuisine, fine dining, shopping for electronics, gadgets, top brand fashion and a nice glass of wine.
But, according to Trend Hunter, ubers*xuals differ from metros*xuals in being more “traditionally masculine”. What precisely this means is not explained – perhaps a bigger moustache or more time spent in the shed building stuff – but whatever it does mean, that’s what ubers*xuals do.
But one thing does seem clear – the ubers*xuals additional manliness means they feel liberated to try products that are more traditionally purchased by women.
In the cosmetics industry for example, as well as traditional male products such as shaving foam, hair gel, razors and deodorants, anti-wrinkle creams, bronzing products and toning gels are now par for the course, Trend Hunter says.