David Hirsch, married to Anna for 17 years, is specialized in market research and work at home as a free lancer. He has been recruted by Bob Singer, husband of Maria Estella, Brazilian woman, to realize in France and Brazil, a special survey : the study of the success chances of the first lips stick for man. He meets Tom, Suzanne husband, with who he begins to work and which who he finds one common point : both of them are going true serious identity crises in their marriage. The ethique problems that the masculine lips stick study leads to, join them both. Under the influence of Bob, they decide to launch the movement for man emancipation and create the site: TheNewMan.com. They trip to Brazil give them alternative views of man-woman relationships. Their marriage are now away from their mind, when their women arrived in Rio, bringing together the truth time for the marriage.