When Stephane Laporte, now 31, was in his teens, people often thought he was gay. Even his mother wondered about his sexuality after he went through a phase of spending all his pocket money on haircare products so he could have a shiny mane like Jon Bon Jovi's.
A decade and a half later Laporte is an IT manager - but he still takes good care of himself. He adheres to a skincare regimen that many women would be proud of. He also treats himself to facials and massages - and these days no longer feels that he's the odd one out.
Laporte represents a growing number of straight men who are taking greater care of their appearance, replacing soap and water with skincare products, and frequenting spas and facial centres on a regular basis.
'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.