In Japan, Ikemen (good-looking men) has become a buzzword as Japanese young men is becoming ever more beauty-conscious. In 2011, Beauty World Soken, a research institute run by Recruit Co. reported that a survey on 500 men aged between 25 and 49 found that 37% of those between 25 and 29 said they were interested in beauty care and services. Beauty World Soken called these young men ‘kireo’ (a coinage from ‘kirei’ meaning ‘pretty’). As the trend for young men is to appear well-groomed, they unsurprisingly use more cosmetic products. This trend collaborates with the statistics from Japan’s Internal Affairs and Communications Ministry, which indicate that single Japanese men aged 34 or younger spent an average of ¥11,000 on beauty products, up 33% from the previous year. Men’s eyebrow trimmers on sale at Tokyu Hands’ store represent this growing trend since their sales at its branch in Tokyo’s Shibuya district are up by 50% from the previous year.