The 21st century of the "moisturiser man" is upon us, reports IBNLive.com.
According to the source, this new breed of male is taking more care in its appearance and is not afraid to admit it.
It reports that male grooming is no longer just a daily shave or even moisturising, but involves going to lengths such as pedicures and cosmetic surgery.
"First impressions are fast becoming last impressions", it continued, claiming that looking young and attractive often gives men an upper hand on their less groomed counterparts in the workplace.
"Baggy eyelids, receding hairlines, wrinkles, frown lines and sagging necks … these are just a few areas that people want fixed," explained Dr Anup Dhir, senior cosmetic surgery consultant at Indraprastha Apollo hospital.
The news source reports industry figures which estimate the US male grooming market at $4 billion (£2 billion) per year and the Indian equivalent at Rs 750 crores.
According to the Independent, there has been a 30 per cent rise in male Botox patients.
‘Moisturiser men’ seek surgery
January 31, 2008