But the culture that gave birth to the rugged masculine ideal of the Marlboro Man may not be ready to reach for the blush brush just yet. A GQ survey in 2005 reported that "92 percent of men would not wear makeup even if it guaranteed them a more fulfilling sex life." U.S. sales figures seem to confirm the ongoing resistance to men's makeup. Tres Wilson, executive director of Clinique Global Treatment Marketing, said, "Clinique's Skin Supplies for Men M Cover [a concealer that debuted earlier this year] and Non-Streak Bronzer products sell very well in Europe, much more so than in the U.S."

Even in the metrosexual age, dabbing concealer on a blemish is seen as an emasculating activity. American ambivalence about men's makeup seems to run pretty deep, as GQ fashion editor Brian Coats can attest, "I just think it can be a scary thing for guys to wear makeup. I kind of understand that." Coats believes makeup on men is not a good idea for the general population. "A guy should look like a guy. I think in general, guys just look better natural."

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Many men prefer to keep their makeup desires on the down-low, and cosmetics companies are happy to oblige, employing discreet packaging and butch names. Take Jean Paul Gaultier's Brow and Lash Groomer: It is ingeniously designed to look like a pen. It's also mascara. 4VOO's impressive-sounding Confidence Corrector is a product better known as concealer.

Even the term "makeup" requires a makeover: The winning euphemism for men's makeup seems to be "enhancement." Jean Paul Gaultier refers to its line as "men's aesthetic enhancement." Sephora added a "complexion enhancers" category on its site a year ago, and Biotherm Homme's Power Bronze line of concealer and tinted gel is touted as "instant skin enhancement."