  Bordo herself acknowledges the fact that men have increasingly started to spend more time, money and effort on their appearance (Bordo 1999). She emphasises the fact that men’s magazines today, like women’s, are full of articles and advice on how men should look: how to be more muscular, what clothes to wear, what creams and other cosmetics to use, etc. Men feel the need to make their looks conform to the prevailing ideals of masculinity. Bordo believes that it is consumer capitalism that drives men to be increasingly concerned with their appearance: “Why should [the cosmetics, diet, exercise, and surgery industries] restrict themselves to female markets, if they can convince men that their looks need constant improvement too?,” she asks (Bordo 1999, 220).