What does it mean to be a man in the 21st century? It is a question Morgan Spurlock asks himself, being confronted with a growing supply of beauty products for men and trends such as metrosexuals, mancare and manscaping. Spurlock hilariously investigates male identity, from beard competitions to all sorts of beauty products. His cheerful quest takes him to the homes of Hollywood celebrities, old-fashioned hairdressers, Italian wig makers and cage fighters. Funny, top notch infotainment.