A growing number of teenage boys and men are so obsessed with their bodies - constantly worrying that their muscles aren't big enough or their bodies aren't lean enough - that it affects their health, schoolwork, jobs and personal relationships, say experts. Already, millions of boys and men may be secretly suffering from body-image problems.
It may get worse, as teens today are bombarded with images of muscular, half-naked men in magazines, films and advertising. Hounded by public images of film stars, models and celebs flaunting their perfect abs and rippling muscles, they are getting even more desperate about their appearance.
Some guys feel no matter how much they strength-train, their muscles aren't big enough. They take dietary supplements or abuse drugs like anabolic steroids or weight-train compulsively, working out even when muscles are injured. Several others develop eating disorders; still others become preoccupied with some perceived flaw in their appearance such as a receding hairline, acne or acne scars, short height or a nose they think is too big.
There has been an explosion of products-dietary supplements, diet aids, baldness remedies, fitness products programmes - that capitalise on men's physical insecurities. All this is happening at the same time when obesity and diabetes are spiralling out of control. The Adonis Complex is not about enhancing health - it's about aesthetics.
Even the cosmetics industry is undergoing a radical change with more and more men purchasing cosmetics. Today, cosmetics do not necessarily mean women; beauty salons need not be patronised by women only. Growing at the rate of 15 per cent, the cosmetics and toiletries market, is finding new takers for its products. It's in demand from both men and women equally, especially for facial care products. Seldom, a male model was seen in a shampoo advertisement, but that is slowly changing, reflective of the new order.
Looking at the ads, one used to get an impression that only a woman's skin is affected by winter dryness. Hair colour is yet another example of the tendency to ignore male consumers. It's always a woman that is shown suffering from hair-related problems, and gaining from hair colour products, hair tonics or shampoos, as if the problem doesn't exist in men at all.
The fairness cream market, worth Rs 650 crore, accounts for the largest share of skin cream market in India, growing at around 20 per cent annually. According to a recent research conducted by the Media Research Users Council (MRUC), 68 per cent of users of fairness creams are men. They are going for the dark circle remover creme on a bigger scale. Research carried out by Hindustan Lever Limited (HLL) showed that 70 per cent of women suffer from under-eye darkening. Roughly 30 per cent of men also suffer from the problem with men aged 25-27 affected the worst.
A thesis presented by Dr. Vijay Sharma, president of the Federation of Restorative and Cosmetic Surgery, concludes that today's male (and women as well) are more concerned over their cosmetic appearance than bodily health. The psychopathic disorder, termed 'hyper-aesthetic tension', can result in stress, anorexia, nervosa, bulimia, depression and loss of immunity and stamina.
In extreme cases, the obsession with looking good can result in inferiority complex, paranoia or suicidal tendencies. To sum up, craving to look fair and lovely must be based on practical parameters. Being at your natural best and paying attention to your inner beauty should be the aim than hankering for cosmetic changes in looks.
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