With this in mind Advertiser and Review reporter Gavin Moore was sent out to investigate the growing popularity of male grooming as the summer season starts to hot up.
BEAUTY tips and treatments for men now seem to be everywhere.
Knowing little about the subject I scanned the internet and was staggered to find a plethora of sites offering a bewildering array of products and advice aimed at men.
I thought cleansing lotions and blemish pens were simply the accessories of the male models decorating the pages of magazines like Men's Health or GQ.
But one beauty therapist in Bicester told me male grooming is becoming a bigger part of her business and that up to 10% of her clients are men.
As part of my research I agreed to have a manicure and a mini facial at her beauty salon Belle, in the town centre.
While cutting back my cuticles during the manicure, beauty therapist Michelle Cox said: "Manicures are getting more popular and we have quite a few clients who are mechanics.
"Men tend to come in just before a special occasion like a wedding so they know they are looking their best."
She added people often enjoy the sensation of someone manicuring and massaging their hand. I can say that after getting over the initial feeling of 'How did I get talked into this?' I did find it very relaxing.
Miss Cox explained a manicure not only makes your hands look neater but also improves circulation and makes your finger tips healthier.
And owner of Belle, Carol Bowerman, says grooming has a more practical application.
She said: "If I was to interview a guy I'd watch for two things, his punctuality and his hands."
She added men are often reluctant to come forward to find out what treatments are available, but explained how their professional confidentiality and friendly rapport quickly left customers relaxed and ready to enjoy being pampered.
My mini-facial, complete with atmospheric dim lighting, left me feeling soothed and relaxed.
After cleansing my face Miss Cox applied a clay-based cream by Susan Molyneux, which she explained was excellent at drawing the toxins from my skin.
I confess the treatments are not a miracle cure but I did leave the salon feeling a great deal more presentable, and dare I say, much more confident.

l For more information visit Belle, Bell Lane, Bicester. Tel: 01869 253636.

Miss Cox's top tips for male grooming:
l Back waxing leaves men feeling more comfortable, especially during the warm weather.
l Cleanse and moisturise every day and experiment with cleansing lotion to find out which one suits your skin type.
l Apply sunscreen on sunny days to avoid skin disease and to keep yourself looking young.
l Shave after a shower and with the grain, it will soften your bristles and avoid in-growing hairs.
l An Indian head massage will make that stressful day disappear.
l Don't be shy when visting a beauty salon!