In a world of blurring gender roles, where women are empowered and men are emasculated, a playful definition of 'what it means to be a man' is emerging, whereby men have the freedom to build their own definition from a range of discourses.

Dr Mark McCormack undertook ethnographies of three groups of male sixth form students in the south of England, developing a picture of the role that masculinity and sexuality play in their day-to-day existence.

US deodorant brand AXE is releasing a new body spray with versions for both men and women. To promote the 'Anarchy' range, the brand has created a graphic novel on YouTube in partnership with the publisher Aspen Comics.

While we have always acknowledged that there are different expressions of being a man or a woman, there has always been one constant: biological sex. But a new kid has thrown an almighty spanner into this marketing mix - the gender-bender!

Beauty Mate is one of the favourite Australian men's skincare brands. But are Aussie men really that keen to be preened? And how does the modern shampooed, shaved and waxed type sit alongside the traditional view of the Aussie bloke?

For many men, shaving is one of life's necessities, with 75% of American men shaving daily. But a marketing war between Gillette and Schick has created a razor market that's expensive and over-engineered. Selling cheaper, back-to-basics razors, can Harry's offer an alternative?

With lads’ magsNutsandFrontpublishing their final issues in April 2014,The Sun’s Page 3 under fire, and even the relatively more sophisticated idea of metrosexual man now an assumed norm, does the 'lad' still exist? If so, where can he be found? And is it worth trying?

Procter & Gamble blame Gilette's declining sales on the continuing trend for men sporting stubble or beards. Though beards were once seen as 'for hipsters', the facial hair fashion choice now sits firmly in the mainstream.