'People judge you according to the way you look, especially in Hong Kong's business environment,' says Laporte. 'If you're easy on the eye, it makes it easier for you to make a good impression when it matters. 'Looking after yourself is a lifestyle. If you can afford it, why not?'

Thanks to Hollywood's well-groomed leading men, celebrity endorsements of male skincare products and the emergence of the metrosexual, men are the beauty industry's latest darlings.

Men already account for 40 per cent of the client base in spas at the Landmark Mandarin Oriental and the Peninsula; and many spas are introducing exclusive offers for men as they swap an afternoon of golf for a spa treatment.

These treatments include deep-cleansing facials specially designed to open the naturally larger male pores and remove dead skin cells. Facials that are rich in vitamin C to rejuvenate sun damaged skin are being added to the list.

Male treatments are different from female treatments, and specific male skincare products are fragrance-free, simply packaged and easy to use. Therapists also need to take into account the requirements of the male skin, especially sensitivity caused by regular shaving. Spa options specially developed for men include a wider range of massages - such as deep-tissue, muscle and anti-stress - and micro-current machines that combat fine lines.

Comfort is big on most men's list of expectations when they decide to have a spa treatment. They want places that smell clean and refreshing but not overpowering, dim lighting that's easy on the eye, and reputable skincare and body products that deliver results. Above all, they want therapists who understand their needs.

'The therapist is more important than anything else,' says Laporte. 'Even if a place isn't ideal I'll go back if the therapist is good. I don't have a specific set of questions to determine how good they are. I mostly depend on word of mouth and referrals.'

Headhunter Osamu Wilde agrees. He visits Hong Kong hotel spas as often as twice a month for relaxation and massages. The 37-year-old's benchmark for a good spa experience is how good he feels after the treatment. 'Communicating with the therapist is the key,' says Wilde. 'I've had bad experiences where I've come out of a massage feeling excruciating pain or worse. Or you feel like the massage never happened.'

There are three things Wilde says he looks for when he walks into a spa: 'Smell, lighting and ambience. It's important that you not only feel comfortable but also see attention to detail - that the spa has really been well thought out and the therapists know what they're doing.'

Victoria Childs, operations manager at the Oriental Spa, says male attitudes to spas have changed markedly. 'The perception that a spa treatment is vain and narcissist is fading fast,' she says. 'The lines between wellness, skincare, fitness and nutrition are blurring.'

Joseph Fung, the owner of Ziz, one of the city's first male spas, has seen demand for skincare treatments escalate since he opened six years ago. Back then he offered eight facials to address the basic male skincare problems: large pores, sun damage and sensitive skin. Ziz's treatment menu has broadened to include more than 20 facial treatments, hair removal, body massage and body contouring.

Ziz attracts a 30-45 year-old crowd, typically professionals such as George Liu, 32, who works in the finance industry. A frequent business traveller, Liu has been having cleansing facials twice a month for the past three years. 'It was initially for general upkeep and cleanliness brought on by the wear and tear of regular travel,' he says. 'But you get sucked in and after a while can end up buying packages for other things like moisturising, eyebrow shaping and stubble cleansing. I'm hooked now and I think it has become more about vanity.'

But despite the therapists' best efforts to introduce him to a proper skincare routine, the cleansers and lotions Liu bought are just gathering dust on his bathroom shelf. 'Guys want things done quickly,' he says. 'They don't have time to go through the steps of a proper skin care system. I can't be bothered to do all these things. I'd rather have it done for me.'

Men who want to make the most of their looks are neither narcissistic nor David Beckham wannabes: they simply want to look their best and go about their business more confidently. 'Appearance has become king in the past 10 years,' Fung says. 'It's now equally important for men and women to look good because taking care of yourself shows that you really respect yourself.'