Generation Vain

Generation Vain has officially arrived, new research suggests, with men increasingly finding inspiration from stars such as David Beckham and George Clooney when it comes to their beauty regimes.

The study, conducted by lastminute.com, found more than a third of men get beauty treatment more than once a month compared to only a quarter of women, with the most popular treatments requested by men ranging from hot shaves (41 per cent) to relaxing massages (33 per cent), facials (16 per cent), sunbeds (15 per cent) and pedicures (13 per cent).

In a trend that has been dubbed ‘Great Brit-vain’ the survey results found it’s beauty before booze for the boys, with men feeling happier to splash more cash than the girls on beauty treatments. When asked, men were prepared to spend an average of £132 compared to women who are only willing to part with an average of £94, a difference of almost £40 on each treatment. Surprisingly, men are now so committed to keeping up their appearance they are willing to splash out more on a spa break (£45) than a ticket to a  rugby match (£41).

When asked who the ultimate pin-up is, David Beckham topped the poll as having the most desirable look, lusted after by both men and women. George Clooney and Brad Pitt came in at second and third place respectively – way ahead of any of the MIC cast or the One Direction men.

Adam Stott-Everett, head of lifestyle trading from lastminute.com commented on the research:  “Beauty treatments are no longer about a group of girls getting together to have their nails done, men of Briton are now taking over. Men want fresh, smooth skin, to be hair-free in all sorts of places and to generally feel pampered and pretty too! At lastminute.com we’re embracing that and supporting men when it comes to investing in their look to make sure they are always in top shape for every occasion and in fact we have seen an increase in demand for our spa deals from men across the country.”

Birmingham topped the poll for men investing most on beauty treatments, spending £326 – a whopping £155 more than the national male average of £171.  Belfast boys were bottom of the buff list investing only £95 a year on their maintenance.

Andy Penniceard, owner and founder of Privet Body, a spa leader for male treatments, adds:“The research from lastminute.com only highlights what we have been witnessing in the salon – an increasing trend for men taking more care of their health and appearance. There’s definitely evidence to suggest that men are using beauty treatments as a way to spoil themselves. The majority of men coming for hair removal might be under 35, but you’d be surprised how many older chaps come in to be tidied up downstairs. Some of them just like the clean feel of a hairless body, some like the look, and a lot of them might be doing it because their partner prefers it!””