This is the return of the man's man

A study conducted by PruHealth into men's health awareness begs the question whether the metrosexual is on his way out. The term 'menaissance' has been coined to describe the resurgence of the more masculine male. A large proportion of men, 88%, say that a shower and a shave are the staples to their cleaning regime with just 12% maintaining their belief in the importance of their personal appearance. Figures also show a differentiation between regions. While 93% of men in the Midlands have a basic beauty regime, the figure for East Anglia is 81%. For men living with a partner the findings show:

o 35% admit to using products to keep them looking young

o 15% wax or pluck their body hair

o 19% use wrinkle cream

o 5% pluck their straying eyebrows

Evidence of the metrosexual can also be found in the manager's office:

o 35% regularly apply moisturiser or anti-wrinkle cream

o 13% wax or pluck their body hair

o 3% dabble in make-up

Medical director, Dr Chris Dark, comments: “The research findings indicate a decline in male grooming, which suggests British men are reverting back to type.”