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According to a nationwide survey, the number of male clients trying out beauty treatments has risen by a massive 66 per cent in the last 12 months.
The Beautiful Britain poll, commissioned by Salon Services UK & Ireland found that modern men are spending almost as much to look good as women - £92 for a hair cut, tanning treatment and massage, compared to £112 for women.
Though a hair cut remains the most popular reason for a trip to the salon, male demand for hair removal, manicures and tanning has reached record levels, giving the beauty industry a much-needed boost.
Scottish salons have already spotted the trend for male grooming and 74 per cent of beauty salons north of the border now offer treatments for image-conscious chaps.
Welsh lads are also determined to look their best. Some 47 per cent of Welshmen opted for hair removal, while a further 35 per cent used their local tanning salon to give them that sun-kissed look.
He added: "The growth of the male market is a significant contributing factor to this confidence and it shows no sign of slowing."
What do you think? Are men becoming more image-conscious? Leave your comments below...