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It would appear that male vanity is definitely out of the closet. Although Stefan Juriansz does not feel the need to go to the salon, the young executive believes in taking good care of his skin and body. On a regular basis he uses a face wash, scrub, moisturiser, toner and sun block. “Using them has certainly helped keep my skin in good condition,” he admits although he also attributes his fitness to a good diet and exercise in equal measure.

Traditionally, Sri Lankan men visited a salon for a hair cut, oil massage or maybe the occasional manicure. Today they are looking at treatments as specialised as skin tightening, pigmentation etc., specifically targeted at men. The trend, according to Sri Lanka’s forerunner in the beauty industry Ramani Fernando, began around seven to eight years ago. “However, men today are more aware and open about it,” she says.

In the nine unisex Ramani Fernando Salons that she runs within the country, clean ups, body treatments such as scrubs, wraps, massages, packs and steaming, apart from waxing of chest and back and trimming of eyebrows are increasingly popular among men who now constitute 40% of their clientele.

“It is not a question of vanity, just of general wellbeing,” Ramani emphasises. “Looking good has never been so important and you can be assured that people will pay more attention to you,” she adds. It is often the case that when she is consulted on bridal make-up, her speciality, she often recommends simple treatments and make-up for the grooms too that they are delighted with.

Further, “It does not cost you too much to look clean and well groomed,” she insists. On her recommendation, special attention is now being paid to SriLankan Airlines male in-flight crew to ensure that their ‘head to toe’ image is maintained. So beauty treatments are no longer solely a woman’s prerogative.

Considering the craving South Asians have for fairness, it is not surprising that men too seek fairness treatments that were at one time thought to be unmanly. Wives suggest it to their husbands and mothers to their sons. In addition, in the highly competitive corporate world of today, good grooming, Ramani says plays a huge role in contributing to some degree to the respect you earn and is seen as essential to success.

The majority of men believe that hair is the most important feature of a man’s appearance. “It is like a roof over your head,” Vasantha of Kess states, adding “Hair is an accessory as are your nails, teeth, lips, etc. You have to look after them and use them to suit your personality.”

The trend of men experimenting with various styles he thinks began with the Star TV network, exposing youth to amazing styles as shown on fashion TV. Reputed to provide the latest of cuts and styles, Kess sees a fair amount of men in the age group of 20-50 frequenting their salon for head massages, straightening, colouring, perms, blow drys etc.

On his part he advises them to take good care of their hair. “I don’t want them to go bald and men today start losing hair from the time they are 25 or 30,” he says. Stress, he feels has contributed to hair loss, although hereditary factors play a role too.

On the time and money men are willing to spend on grooming, Vasantha thinks that men find themselves facing tough competition with women joining the workforce and competing at all levels. “Appearances therefore play a crucial role and hence men have to be groomed,” says he. He is of the opinion that it is a decisive factor when choosing a candidate for a job.

So where do you draw the line between what is feminine and what is not? “There is no limit when it comes to fashion,” says Vasantha, bringing the discussion back to women and their preferences. “Ages ago it was OK for a man to be excessively hairy. It is a horror now and women find it more sensual to feel the skin.

It appears that men today are more pressurised than before. “Previously it was OK for a man to be fat, thin, short or tall. “Aren’t women in this generation more demanding,” he asks. On reflection he thinks they would be considering they have well paying jobs and are nowadays expected to chip in financially, sometimes even on a date. “They want their men to have a car, a job and look good.”

National tour guide lecturer Taranga Seneviratne explains his need for salon treatments. His job requires him to be with tourists most of the time in hot, dry places like Sigiriya and Dambulla. “I suffer from sunburn and hence need to have facials every month even though I use a sun block,” he says, certain of the instant improvement he notices soon after. It takes approximately five hours for his entire treatment package each month, costing him around Rs. 4500 each time. “Everybody likes to look nice,” is how he justifies it.

Stefan Juriansz agrees that physical appearance is vital. “It is everything – people judge you on what you are wearing,” Stefan says adding that the principle applies when seeking a job or a friend. On that note, he confesses that he uses two different soaps – a normal soap for everyday use and a fragrant ‘date soap’ for those special occasions. “How you are treated depends on what you look like,” he reiterates, obviously speaking from experience.

Suraj Dias and Chammi S. Kumar of Ramani Fernando Salons are examples of how the image of modern man has been redefined. For over a year, Suraj has opted for the clean shaven head, its shine a matter of pride to him. Each morning sees him shaving his head and applying aftershave. His pierced ears, bracelet, necklace and large intricate tattoos add to his ‘rock star’ image. Asked if his feminine accessories did not affect his tough boy look, “I have my beard,” he laughs. Chammi on the other hand has shining waist length black tresses that he massages, shampoos and conditions regularly. “I love my hair and I take care of it,” he smiles.

With men now seeking beauty treatments so enthusiastically, a visit to the spa is nothing unusual. The Sanctuary Spa that offers aromatherapy, Indonesian and Balinese massages, facials, pedicure and manicure sees a fair number of male clients. “35% of our clients of ages 25-65 are men as they are starting to realise the value of stress release,” Director of the Spa, Pamela Porodo says. “A good treatment can induce a state of relaxation that can help release stress after a hard day’s work.”

Their jet lag treatment for men is especially popular. “It helps your body sleep and readjust, making sure you are able to work the next day,” she says.

Why are such treatments necessary? Are people more stressed today than two decades ago? “Their jobs are not necessarily more stressful than before. However, unlike the old days, there is no getting away from work even at home because of their mobiles. “It is only while they are at the Spa that they switch the mobiles off. “It is a time for yourself – away from everything.” Pamela adds.

Their treatments range from Rs. 1500 for a back, neck and shoulder massage to a half day ‘Just for men’ treatment that includes steam treatment, Jacuzzi, pool, massage, pedicure and a cleansing facial for Rs. 6000.

“Cleanse it like Beckham,” BBC’s business report of that title, reveals how Gillette, the biggest global player in male grooming uses global icon David Beckham- a self confessed cleansing and moisturizing man to convince the male population to ‘face skin care like a man’.

And with reports indicating that the men’s market has out performed the women’s segment on fragrances when it comes to product sales, quite obviously, the beauty industry is focusing on men increasingly now that they are willing to spend more on their appearance.

But spare a thought for the traditional minded who believe that beauty is largely a woman’s business and feel that fussing over facials and toners is not the ‘done’ thing for men. They may well ask plaintively, “But where have all the macho men gone – those that hardly ever felt the need to use a mirror?” It seems they are a disappearing breed in these days when image is all-important.