According to an article by Caitriona Durcan in the Irish publication Independent News & Media Plc, a new report from market anaylsts found that men spend an average of 3.1 hours per week in the bathroom, longer than their female counterparts, who average only 2.5 hours a week. Forty percent of men remarked that their appearance was "extremely or very important," to them. Plus up to 60 percent of fragrances are now bought directly by men rather than being purchased as gifts by mothers and girlfriends.

Eyebrow grooming, tanning beds and Brazillian waxeshave now been added to the list of common beauty treatments sought out by men. Men are also seeking out articles in lifestyle magazines geared towards their particular skin issues and grooming products, and are likely to research a particular product's performance, identity and lifestyle need before purchasing. Sunscreen and anti-aging creams are just two of the products men now turn to on a regular basis.

The media seems largely to blame for this, Ms. Durcan writes. A recent study in Norwich Union Healthcare found that all this new attention to beauty and cosmetics stems from a desire to emulate the new male celebrity, who is bare-chested and well-toned. Men are led to believe that beyond financial security, females want the whole package - looks and body included.

Men don't stop at small procedures like dermabrasion, skin peels and laser hair removal either. Plastic surgeons are finding that more and more men are interested in procedures that were previously seen as exclusively female territory, like facelifts, rhinoplasty, eyelid surgery and liposuction. The attitude seems to be that if women benefit from these procedures, there is no reason why men can't as well.

And what do women think about the new metrosexual male? "I'm all for a good skincare regime. I mean, what woman would want to smooch with a man whose face could rival Texas in the number of oil deposits?" remarks Kristie McDermott, beauty editor of Image magazine.

Ladies, it's a good time to think about moving to a house with more than one bathroom.