According to a new survey of 1,000 men and 1,000 women, there's only a seven minutes gap between the two genders when it comes to time spent on their beauty regimen.
Conducted by Allure and GQ, the study found that compared to 10 years ago, 63 percent of men actually enjoy their daily grooming routine, while 72 percent feel that they are under more pressure to care about their appearance.
Thanks to an upsurge in men's hair care, fragrance, and cleansing products, beauty samples (yes, the fellas appreciate Kiehl's, too), specialty stores like Freemans Sporting Club, and alluring advertisements that speak to their concerns, men typically spend $121 to make sure they look and feel good (while women fork over $194 for their beauty products), according to the findings.
The study also claims that men use an average of 11 of beauty products -- just 5 less than woman -- with hair care, razors, deodorant/antiperspirant, shaving cream/gel, and fragrance rounding out the top five go-to products.
And don't be too quick to attach the label "metrosexual" to this new generation of men. Not surprisingly, 93 percent of men say the moniker is "offensive, dated, and doesn't describe me."
We sure aren't complaining about a man who knows its important to smooth on a hydrating moisturizer after exfoliating or the difference between pomade and a hair styling gel.
But is he stealing your makeup?