Apparently, trimming the hedge down below is becoming quite popular amongst men.
It started with the face, moved onto the chest and now the trend of manscaping is heading even further south.
Once the preserve of females, keeping body hair trim and tidy is proving increasingly popular with men.
While the closely manicured chests of celebrities including David Beckham and Daniel Craig have encouraged the rise in chest hair removal, a recent survey by Gillette revealed that one in five men like to look after down below, too.
What was once the preserve of the more vain, metropolitan man, male pubic hair removal is becoming increasingly mainstream.
So why are men paying more attention to the appearance of the nether regions?
They would have you believe it is all about having 'better sex' or only fair if they expect girlfriends to do it.
But advertisers are heaping on the pressure and exploiting male insecurities to encourage them to spend their cash on anything from hair loss creams to genital enhancement products, promising to improve size.
Dr Matthew Hall, research associate in social psychology at Lancaster University, who has carried out various studies on metro-sexuality, believes there is more pressure than ever on male appearance.
He told MailOnline the trend of male grooming has evolved since the 1980s with factors like the rise of men's magazines, equality and feminism and pressure from the gay movement, all playing a part.
The shift has made it more acceptable for men to take an interest in their own personal appearance, although, he added, it is often given a 'masculine' twist to make it more acceptable.
'Men are now under a lot of pressure to look after themselves and to present themselves better,' he told MailOnline.
'You only have to look at the supermarket aisles to see the amount of products for me. Men much prefer going shopping now then they ever have done.
'It’s not that men haven’t been doing things with themselves in the past, as they have.
'I think what is different about the current climate is very consumerist and capitalist which puts more pressure on men to do something.'
Read more: More men than ever are manscaping down below for better sex and hygiene reasons | Daily Mail Online
Follow us: @MailOnline on Twitter | DailyMail on Facebook
It started with the face, moved onto the chest and now the trend of manscaping is heading even further south.
Once the preserve of females, keeping body hair trim and tidy is proving increasingly popular with men.
While the closely manicured chests of celebrities including David Beckham and Daniel Craig have encouraged the rise in chest hair removal, a recent survey by Gillette revealed that one in five men like to look after down below, too.
What was once the preserve of the more vain, metropolitan man, male pubic hair removal is becoming increasingly mainstream.
So why are men paying more attention to the appearance of the nether regions?
They would have you believe it is all about having 'better sex' or only fair if they expect girlfriends to do it.
But advertisers are heaping on the pressure and exploiting male insecurities to encourage them to spend their cash on anything from hair loss creams to genital enhancement products, promising to improve size.
Dr Matthew Hall, research associate in social psychology at Lancaster University, who has carried out various studies on metro-sexuality, believes there is more pressure than ever on male appearance.
He told MailOnline the trend of male grooming has evolved since the 1980s with factors like the rise of men's magazines, equality and feminism and pressure from the gay movement, all playing a part.
The shift has made it more acceptable for men to take an interest in their own personal appearance, although, he added, it is often given a 'masculine' twist to make it more acceptable.
'Men are now under a lot of pressure to look after themselves and to present themselves better,' he told MailOnline.
'You only have to look at the supermarket aisles to see the amount of products for me. Men much prefer going shopping now then they ever have done.
'It’s not that men haven’t been doing things with themselves in the past, as they have.
'I think what is different about the current climate is very consumerist and capitalist which puts more pressure on men to do something.'
Read more: More men than ever are manscaping down below for better sex and hygiene reasons | Daily Mail Online
Follow us: @MailOnline on Twitter | DailyMail on Facebook
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