This trend can be expensive for men, but the rewards may be worth it. Tatsuo Yamakawa, a 32-year-old businessman from Tokyo, says his careful grooming and concern about fashion have helped him become successful at work. "If we look good on the outside, then we can feel confident on the inside, says Tatsuo. "The people you work with, including your customers, can sense that confidence and will react positively to you. This is an important key to success' Seung says that his fashionable appearance has helped him to meet women. "Women don't want to be with a man who is sloppy," he says. "They like men who are confident, fashionable, and know how to-take care of themselves what do women think about this boom in male beauty? Song Yang, from Beijing, China, likes how her boyfriend is concerned about his appearance. "It's nice to have a boyfriend who enjoys shopping for clothes or a relaxing day at the spa with m says Song Despite these good points, however, Song does have one major criticism difficult to compete with him for time in front of the mirror!" gender roles the different ways men and women are expected to act in society