Men are using products long associated with women's grooming.

Our new trend report, “The State of Men” focuses in part on how masculinity is being redefined circa 2013. Gender conventions are blurring and men are formulating more nuanced ideas of what it means to be a man, with some taking to traditionally feminine activities like cooking or going to spas. Men are also starting to adopt products or habits once largely associated with women’s grooming routines, from getting facials to using foundation. Adoption is likely to grow given that Millennials are more open to these grooming habits than older generations, according to a recent survey of 1,000 adults in the U.K. and the U.S. that we conducted using SONAR™, JWT’s proprietary online tool.

Men’s grooming products are one of the beauty industry’s fastest-growing segments, with global revenues rising by an average of 6 percent a year since 2006—reaching almost $33 billion in 2011—according to Euromonitor International. Some markets in particular are taking to these products. In South Korea, for instance, men spent nearly $500 million on skin care products alone in 2012, according to Euromonitor, which also estimates a 13 percent rise in men’s grooming sales in China this year. Another sign of the trend: Last month Amazon launched a men’s grooming shop to cater to America’s growing group of image-conscious men.