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Ladies 'expect men to have beauty regime'

Posted on: May 31, 2013 13:55:08

Ladies While it was once frowned upon for a man to preen himself before a night on the town with a prospective new partner, new research has shown women now expect blokes to carry out a regular beauty regime.

According to a study from The Co-operative Pharmacy, ladies have grown more accepting when it comes to their attitude towards image-conscious men - with more than half believing it is acceptable for their boyfriend to wax or pluck his eyebrows.

In fact, it seems ladies are even more relaxed when it comes to a man's beauty regime than the males themselves, with 38 per cent of the fairer sex thinking it is fine for their partner to wear fake tan - compared to just 30 per cent of rough and ready singles.

However, despite the fact they may not go to such great lengths to maintain their good looks as females think, there is no denying that blokes are a lot more willing to pamper themselves than the stereotype would suggest.

Researchers found that 53 per cent of men frequently use beauty products to improve their appearance - representing a massive shift away from traditionally male behaviours.

One-in-seven blokes admitted they pluck or wax unruly eyebrows, while seven per cent wear concealer to cover up blemishes and five per cent apply fake tan.

Men aged between 18 and 24 were found to be the most likely to utilise extreme measures to heighten their looks, including using steroids to put on muscle.

Respondents said they carried out a regular beauty regime to feel more confident about their appearance, while others said doing so made them feel younger.

Body image expert Natasha Devon said: "I think it's great that men now have the freedom to experiment with how they look, but we have to learn from what's historically happened to women - with beauty and grooming can come a lot of insecurity, if it's not presented and handled in the right way."

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