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Now it seems for many men in Wales, being well groomed is more important than it's ever been before. Research by a body representing hair and beauty salons says that male grooming is the industry's biggest growth sector.
Here in Wales tanning treatments are particularly popular, with men topping up their colour every two weeks. Richard Morgan went to find out more.
Nick Carvell, fashion editor at GQ.com told ITV News that men have really always been interested in their appearance in one way or another, but recently it has been "intensified" by TV programmes and the fashion industry.
Here are a few facts and figures about male grooming:
- the average man spends six minutes longer to get ready than the average woman
- the average man will spend £75,000 on their appearance over their lifetime
- 42 per cent of men admit to using moisturiser
- 75 per cent of men believe maintaining a well-groomed appearance is a sign of self-respect
Entrepreneur Alex Mills told ITV News it's important for men to "invest" in themselves in our image conscious society. But it's important to strike a balance between scruffiness and taking too much pride in your appearance.
Barri Lazarou, of Lazarou Bros, is the only Welsh finalist in a competition to find the best shaver in the UK. He told ITV News that the popularity of male grooming treatments, including hot towel shaves, has grown dramatically over the past year.
But the treatments need to be specifically targeted at men.
Welsh men are no longer drawing the line at a close shave when it comes to personal grooming. According to recent research, almost a fifth of salon customers are now men seeking services from manicures to facials and waxing to fake tan.
A survey from Salon Services UK, found that Welsh men are the UK's top fake tanners, opting for fortnightly visits to salons to keep their skin glowing.
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