With more and more male-targeted products stacking up on the beauty shelves, men are 'out and proud' about putting some groundwork into their grooming routines and tackling their shortfalls.

Male grooming expert Lee Kynaston says: "There are more products out there for men to buy now and with technological advancements, the promise of better skin, better hair, less wrinkles and so on, is more achievable than ever before. Men are now aware that whether in the bedroom or boardroom, it pays to look good and be well turned out."

Whether you man is embracing the grooming basics - shower and shave - or he is verging on raiding your make-up bag for the concealer stick, let him go wild in the beauty aisles.

BATHROOM BASICS

Men no longer need to feel embarrassed about hogging the bathroom or devoting an entire cabinet to pampering beauty buys. But if he runs a mile at the mention of male moisturiser, it's more likely the bare bathroom essentials will be top priority in his preening routine. Sining in the shower is optional.

ANTI-AGEING POTIONS

Let's be honest, silver fox George Clooney might grow more dashing by the day, but not all men are graced with the same attractive ageing gene. Anti-ageing - or 'anti-fatigue' in man-friendly beauty terms - is an area that's featuring more and more on male agendas. Last year, Boots data indicated Protect & Perfect products sat at number five on men's top till receipts, prompting the store to launch a new No7 range for men.