Analysts believe that the male beauty industry will become a new focus of investment as Chinese men become more interested in their appearance.

In south China's boomtown of Shenzhen, sales of male cosmetics are increasing swiftly. Thirty percent of beauty parlors have special products for men.

In Shanghai, sunscreens and facial cleanser for men have been selling well this summer, while in Xi'an shopping malls and supermarkets have set up special cosmetic counters for men.

In Britain, men spend 100 million pounds (US$179 million) on cosmetics each year while American men consume US$2.3 billion in cosmetics.

China's male beauty market is still in its infancy, but it appears that metrosexuality has arrived in the Middle Kingdom.

(CRI, China.org.cn August 30, 2004)