Modern day men compete with their spouses to look the best for the evening outing. According to a new study, men take as much time as their spouses and even more at times, when they get ready to go out.
Researchers have found that while women spend an average of 63 minutes on their hair, make-up and choosing an outfit, men now normally take 28 minutes to preen themselves.
The survey among 500 adults, commissioned by men's grooming brand Bulldog, suggests that the time men take has increased by 30 per cent in the past five years, while women are, on the contrary, getting faster in getting ready.
The study found that men from the North of England spend the most time preening, with six in 10 taking more than 30 minutes.
The researchers said that the most common reason for spending a long time getting ready was "wanting to look good".
However, 20 per cent of men surveyed said they thought the extra time in the bathroom would give them a better chance with the opposite sex.
It was also revealed that men are keen to make an impression on their bosses as well as their dates, with one in four spending longer getting ready for their first day at a new job than for a night out.
"While some men don't bother spending that much time getting ready for a night out, others are catching up with the time their women take," the Daily Express quoted Bulldog co-founder Simon Duffy, as saying.
"Soaring sales of male grooming products prove modern-day men take more time with their appearance," he added.