Grooming trend among men 'sign of sexual parity'

Research suggesting that more men in mainland cities are using beauty products on a daily basis is a sign of greater gender equality, according to a sexologist.

The Horizon Research Consultancy Group polled 945 men in seven large cities in October about their grooming habits and found that more than a third - 35.5 per cent - used beauty products and services every day.

The men spent an average of 80.4 yuan a month on grooming products and services. Shanghai men were particularly interested in their appearance, spending an average 17.1 minutes a day in front of the mirror.

Head researcher Zhang Yancheng said the results represented an increase over a similar survey conducted in 1999 when only 27.8 per cent of men professed an interest in beauty products.

'The trend [of male personal grooming] is strong,' Mr Zhang said. 'Now more than a third of them are actually using the products every day.'

Shanghai and Beijing stood out in the survey as having the most beauty-conscious men. Mr Zhang said this was a result of men working in business centres having to pay more attention to their appearance. Guangzhou and Chengdu came third and fourth.