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Urban Chinese males turn appearance-conscious, spawn humongous market

Cosmetics, face creams, shampoos ... hang on a second, this cover story is not about the latest trends in the Chinese female consumer products.

No sir/madam, it's actually about unprecedented changes sweeping the Chinese male consumer products market. The Urban Chinese Man - metrosexual, if you will - is now acutely conscious of his appearance, looks and all that, and is spending big money on grooming.