Vanity has traditionally been considered a female failing, but guess who's primping in front of the mirror now? And they are spending billions to look better.
The men's grooming product market is growing with top cosmetic houses producing men's ranges to cleanse, tone and moisturise. Nail salons also report that more men are coming in for manicures.
In a 1997 Psychology Today study of 550 men, 43 percent said they were dissatisfied with their overall physical appearance - a threefold increase from 1970. Sixty-three percent hated their stomachs and 45 percent were unhappy with their muscle tone.