Metrosexual is in; men becoming more vain: Survey

Sydney, Feb 10 (UNI) Most men would shrug it off, but now it's official that they spend good amount of time preening, and swirling around a mirror to look good.

According to a survey , men are becoming more vain and spending 30 per cent more time on looking good than they did five years ago.

Cleanser, face scrub, toner, moisturiser , eye cream and hair care, men are using them all to make sure that they look impressive after hours of grooming. The study found an average man takes 30 minutes to get ready for a night out.

It was wooing the opposite sex that emerged as the strongest motivator when it came to lingering in front of the mirror, with 20 per cent of men hoping to make themselves more attractive to women.

''Guys are so much more conscious of looking after themselves because of demands of girlfriends and wives, or the desire to get a girlfriend,'' said Grant Pearce, editor of Gentlemen's Quarterly Australia magazine.

''If you don't look good you don't get one (a girlfriend),'' he said.

The most commonly cited reason for taking so long was the desire to ''look good''. The most popular category, face care - which includes cleansers and moisturisers - is increasing annually by 10 per cent, the Daily Telegraph reported.

Professional ambition is one factor, with the survey revealing many men believe paying closer attention to personal grooming will impress the boss.

UNI XC ARB RK1037