It's not just us girls who love beauty treatments, men are getting in on the act and this is a trend that is set to continue, according to an expert.
Beauty writer Zara Rabinowicz said that male-specific products are becoming increasingly popular, with brands like Gaultier producing ranges just for guys.
"Grooming is no longer considered girly, and companies are realising there's a huge market to tap into," she commented.
"Products that promote self-improvement whilst remaining masculine are going to be huge," Ms Rabinowicz predicted.
Men like multi-tasking beauty treatments, she said, suggesting that tinted moisturisers and manly lip balms will be particularly popular as guys can use them but strenuously deny it!
The likes of Zac Efron have also been helping to make beauty treatments more socially acceptable, as the High School Musical star is not afraid to step out wearing fake tan.
Recent research by Superdrug found that two-thirds of guys are proud of the fact that they take care of their appearance.
Article Last Updated: 16/02/2010 13:59:17
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