Well the issue here is cultural and related to the fashion industry. A lot of what happens in America and Australia follows what is happening in Paris, Rome, and London (and other EU cities). Australia tends to follow EU as well as America, but does some own inovation.

With skin care products, I beleive that started in france and then spread. Shows like Queer Eye for the Straight Guy, brought such issues into the foreground for a wider american audience.

Mags like GQ and so forth bring fashion to the masses in our cultures, and it ends up being what the next trend is.

Not sure if makeup will ever be a hit for men, mainly because of the time required to do it. The majority of men will not spend inordanate amounts of time on self care for hair or skin or apperance. This is obvious by how long men spend in hair stylists, the amount of time they spend shopping for clothes, the amount of time they spend in the bathroom grooming.

Also music influences the dress and tastes of the young, just look at gansta rap... sad seeing all those idiots walking with hoods in the heat over here in sunny queensland.

As to what is next? hmmm, its a tough call. makeup is an obvious one, but i doubt if it will ever take, i think skin care will start to become big with the mainstream. specialy as we have an aging population in the western societies and the men will be increasingly aware of wrinkles, skin blemishes and so forth.