Mascara and 'guy liner' - what do we make of made-up men?

Why is it everything that's now for men, but used to be for women, has to have the word MAN in it? Manbags. Manties. Mantyhose. And now... manscara. At least its partner in crime, 'guyliner', is a bit more imaginative. But is male make-up really anything new, or does it just have a new stupid name? Robbie Williams has admitted to wearing eye-liner, the ancient Egyptians went for Winehouse-flicks and even Elvis, not generally known for his effeminacy, wore cover-up. I've known a few male goths (sorry, 'indie kids') who would snap up a bit of manscara - but they'd be just as interested in the girlie kind I'm sure, with their sensitive, experimental ways. So who's this for? These man-bag sporting meterosexuals we've heard so much about? That guy on Big Brother?