Men taking 'more time and effort' in 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.

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How vain is your man? The rise of male grooming in Wales

Recent research shows that male grooming has become the fastest growing sector for hair and beauty salons, with Welsh men topping the charts for tanning treatments.