In the U.S. over the last decade or so, however, this pattern has broken down (with the exception of the tiny number of metrosexuals ... who, so far as I can tell, barely exist outside of Manhattan -- I sure don't see them in LA, and if they aren't in LA, where are they?). At the higher end of the social scale, young women seem to be investing steadily more in their looks, with plastic surgery increasing steadily. On the other hand, have American males ever invested less effort in how they dress? They can't be bothered to tuck in their t-shirts.
I'm not sure if this is terribly liberating -- it may just mean that young women are more attracted to innate alpha maleness than before, since they don't have many other clues other than, say, dominant body language.
On the other hand, lower down the social scale, men aren't as prone to obesity as women, so this trend reverses itself.