The American male ideal has quickly slipped from being distinguished to looking young and virile.

Men are also grooming themselves for an average of 51 minutes per day - just four minutes less then the average women.

According to the American Academy of Cosmetic Surgery, Plastic Surgery, men are responding to the pressure of today's youth-driven image by having one out every four cosmetic surgery in the United States.

European studies have also found that many men are secretly using skin care products brought home by their wife or girlfriends.

Most men don't want to consciously think they are pampering or beautifying themselves by buying an anti-aging serum. But when they look in the mirror after they morning routine, they want to look younger, feel more energetic. They believe that will make them more competitive in the workplace.

So all my ladies, girlfriends and wives, sisters and daughters, it is time to look after our men. Help them out to by their own first skin care product. They do like their own and will feel more comfortable to know they don't use your cosmetics or beauty cream.

Also time, they'd experience a manly facial, pedicure or manicure. Take their hands and do it together. It is a great way of spending quality time together, share and experience something pleasantly relaxing.

At Ashgrove Spa we offer treatments and products especially designed for men's needs and comfort.