Men Are 'as Beauty Conscious as Women'

Men are as worried about looking good as women but many refuse to admit it, a health and beauty magazine has claimed.

Many men would rather keep quiet about how beauty conscious they are, Zest, a publication aimed at improving the mind as well as the body, explained.

Leyla Tabaksert, beauty editor at the magazine, said that it "just isn't cool" for men to boast about the kind of hair gel, moisturiser or body lotion that they use to keep themselves looking good.

However, she added: "I'm seeing more and more brands catering for men."

Increasing numbers of fragrances, skincare products "and even make up" are coming onto a market which is only expanding in size, the beauty expert explained.

A previous study from market research company Mintel showed that the ongoing impact of the recession has been seen most in the beauty buying habits of women in the US.

The study showed that American ladies are more likely to cut back on the amount of money they spend on beauty treatments by extending the length of time between sessions.

Other US women are switching to DIY methods such as waxing and hair colouring to keep themselves looking great, the research revealed.