>> A few years ago in South Africa, any man wanting a manicure or their eyebrows threaded, would have to head to a female salon, but these men only parlors in Joburg are part of a growing market for male grooming. Last year image conscious gents spent well over half a billion US dollars on beauty products in the country.
>> It's changed now so drastically. So, as men are more metrosexual. So, to say five years ago, a man wouldn't go and get a manicure done. You wouldn't go and get a facial done because it wasn't considered as being manly.>> The traditional macho mentality in South Africa has began yo give way to a fashion forward middle class, taking care of their appearance, and sometimes just in need of a good pampering.
>> You look a the rise of those kind of well-groomed men like David Beckham, for example as women start to show that there is that interest in that kind of a man who looks after himself, who has this great presence and appearance, other men are getting influenced.>> Sorbet Man began as a spin off from a woman's salon three years ago.
It now has 20 franchises. But it's not just local businesses hoping to get a cut of the action. Major international companies, like L'Oreal, are targeting Africa's new metrosexuals. With millions of new potential customers, it seems like a smart move.