MEN now spend an average of 59 minutes a day on grooming — and gaze into the mirror almost as much as women.
A survey also claims that 70 per cent of men under 35 take at least two naked selfies a week, and more than a third have sent one to the wrong person.
Eight in ten young men admit to ‘manscaping’ — trimming or shaping their pubic hair, with one in ten believing it makes their private parts look larger.
This all comes at a cost with men spending on average £744 a year on their appearance — £49,848 over a lifetime, according to a new programme on body image with Davina McCall. ‘Attitudes towards male grooming have changed tremendously,’ said Steve North of W Channel programme The Davina Hour, which starts tonight at 9pm.
‘Many young men have no problem with treatments which a quarter of a century ago would have been considered to be unmasculine.’
The rise of hipster facial hair has prompted one man in five to use a specialist beard barber. Half of young men have had at least one beauty treatment in the past year, with teeth whitening the most popular, and ‘manscaping’, tanning and eyebrow-sculpting close behind.
Men in the south-west spend twice as long staring in the mirror as those in Northern Ireland, but the average time is 19 minutes. While women check their appearance ten times a day on average, men scrutinise themselves eight times.
■ MORE than one in ten middle-aged men have a heart a decade older than their real age, a study has found. Tests by Public Health England on 1.2million men aged 50 show 11 per cent had a heart age of 60 — putting them at increased risk of heart attacks, strokes, dementia, kidney disease and diabetes. PHE, the British Heart Foundation and Stroke Association have now launched an online test for people over 30 to assess their heart age.