Who said only ladies were high-maintenance - a new movement called 'mansacping' has emerged which sees men visiting spas to groom their body hair, to clean up eyebrows and backs.
Experts observed more men were embracing the idea of "manscaping" for hygienic purposes or to be more attractive.
Jamie Ahn, owner of Townhouse Spa in midtown, said the number of her male clientele, mostly in their 30s to 50s, had hit more than double in the last year.
"We do have a high gay clientele, but we are starting to see a lot more straight men who want pampering," the New York Daily News quoted Ahn as telling ABCNews.com.
"We have a lot of bankers and hedge fund guys who think grooming is as important as their work," Ahn added.
Communications director at Gillette Mike Norton added that their research showed one in three men shave their backs, arms, chests or groins.