Gone are the days when heading out for a night on the town meant a splash of water on the face and a hefty spritz of Lynx Africa under the arms - today's man knows his loofahs from his self-foaming exfoliation mitt, his toning facial serums from his tinted moisturisers. We are well and truly in the era of The Metrosexual.

Research from market analysts Datamonitor says men are now spending an average of 3.1 hours per week looking in the mirror chalking up an average of half an hour more grooming time than the ladies.

But, according to Belfast model Justin Milligan, three hours per week doesn't begin to tell the extent of what's going on in the bathroom. "I know guys who take an hour-and-a-half to two hours to get ready just for a night out," says the attractive 26-year-old. "I take about half-an-hour, but I can definitely believe that guys are spending longer in the bathroom than girls."

After modelling for five years it's no surprise Justin knows his way around the dos and don'ts of male grooming. He moisturises and tans as well as regularly booking himself in for Turkish shaves and facials ahead of modelling jobs. "I probably spend about £40-£50 a month on grooming " he estimates. "Because I shave my head I save a fortune on hair. I know a lot of guys who aren't models that spend a lot more. Everybody has become more image conscious. Five or six years ago I would have been slagged off by my mates for wearing a nice pair of shoes. They called me a 'Spice Boy' but now they're all wearing brands and spending time and money on grooming."

Justin's experience is supported by the huge growth going on in the male grooming industry. Business is booming and it's not just Ulster's male models who are availing of a wealth of beauty treatments available.

"Men are getting more and more comfortable about coming in and trying something new," says Simon Flannery (23), manager of MAN, the male grooming salons based on Belfast's Lisburn Road and Bridge Street, Lisburn. " Often they first come in because they've been given a voucher for Christmas or for a birthday by their girlfriend or mum, but once they've been and see the results I've been aware of the same faces coming back over and over again."

And it's not just for a shave or a massage that the boys are booking in for. MAN offers a wide range of treatments including facials, pedicures, manicures and waxing, all of which have a steady stream of customers. " A lot of men want the treatments done but they don't want to go to a women's salon and sit down with other women," reveals Simon. "That's why we've created a very male environment in the salon with male colours like browns, blacks and greys - we want the men to feel comfortable."

He adds: "Most guys on TV now wax, have a tan and go for a much more clean-cut image - it's made male grooming more acceptable."

Interestingly it's not just prettyboy 20-somethings out on the prowl who are spending their disposable income on buffing and polishing. "The main bulk of our customers would be aged between 30 and 50," says Simon. " They are men who have got high up in the work-place and want a bit of an image change. Often they come in for facials or back massages to relieve stress but there's no limit on age group. There are guys aged 16 that come in as well as one guy who is 94 that comes in for pedicures and back massages. A lot of men want to feel, and look, better.

"Some customers book in because they're going for a job and their recruitment agency has told them to go and get a manicure. Some are in high pressure jobs and want a bit of stress release, some have been booked in by their wives or girlfriends."

Whatever the reason, business is booming. After setting up his first male grooming salon in 1997, Jason Shankey runs several salons in Northern Ireland and London, and is an expert in male grooming. He credits the birth of metrosexuality to the man of 100 haircuts and the best pecs in football. " It all began about five or 10 years ago with the arrival of David Beckham and the grooming associated with footballers, movie stars and men in the media," he says. "Men now go out and buy their Men's Health magazine or their FHM and want to look like who they see in there."

According to Jason, even the average-looking man can make significant improvements by introducing a few well-chosen products, techniques and treatments into his grooming routine. "The strange thing is a lot of guys can change their appearance by using products," explains Jason. " Problem skin can really get sorted out by a facial which will make skin look a million times better just with a half hour treatment. And something as simple as shaving properly can make a huge difference. Men should shave with the grain rather than against it and change from shaving foam to cream to help prevent redness and rashes."

Of course, this plumping and preening can be explained as an evolutionary tactic to woo and attract members of the opposite sex. "Ladies want to have a well groomed man on their arm," agrees Jason. But he believes the phenomenon goes beyond this. "Men want to look good for their girlfriends but also for themselves. You feel good when you look good and men are now realising that they look after their health, their property, so why not themselves?"

It's a philosophy that 'regular guy' Stephen Bell has long bought into. A personal trainer at Fitness First, Boucher Road, Stephen (31) freely admits that for years now he's been keen to use what he can to make the best of what he's got. "I've always been pretty open about my personal grooming, " he says. "Some guys are pretty shy about talking about it but there've been times when the guys who have given me a bit of a ribbing have come back later asking for tips."

Stephen's interest in grooming began in his rugby days when playing professionally and post-training showers started taking their toll on his skin. "Because of the training I did then and now I'm always showering, and the skin can get pretty dehydrated. Moisturising is the key. Now I use a Clinique lotion as well as Vaseline Intensive Care." Stephen also admits to using the occasional dab of Johnston's Holiday Skin to counter any 'pasty whiteness' as well as a past dalliance with sunbeds.

"But I'm most pernickety about my hair," says the fitness instructor. "I have really thick hair and it takes a lot of work. I've gone through a few products but I've found that VO5 matt clay works best for me.

"Primarily it's for myself, I know I feel good when I'm looking my best and that gives me self-confidence."

He adds: "It's always good to get a compliment from the opposite sex, but I think I'm just someone who looks after myself, not someone that goes overboard. I think if you go into any guy's cabinet you'll find more products in there than they would admit to."

Ulster's men may not have had a great reputation for attention to style, but, says Jason Shankey, the grooming habits of Stephen and Justin are not atypical - Ulster males are more image-savvy than they're given credit for. " The first male grooming salon in all of the UK was here in Belfast," says Jason referring to his Upper Newtownards Road outlet.

"We started male grooming over here and were doing a lot of business here before anywhere else. We're very busy in both the shops here which shows there's clearly the demand for it and the sale of grooming products in Northern Ireland is the same level as the rest of the UK. I don't see any difference between here and the rest of the UK."

The envelope continues to be pushed in the quest to look younger and better, with men now accounting for 11% of aesthetic surgery procedures in the UK. More men are going under the knife or opting for anti-wrinkle treatments, skin peels and filler treatments to stave off aging.

But for those reluctant to take drastic measures a second option is to fake it.

"There are great concealers out there for men and tinted moisturizers that are very good sellers," says Jason. "Some guys even use 'guy-liner', although not always to the same extent as Russell Brand.

"Full blown make-up is probably a step too far but there are plenty of make-up products available for men and they wouldn't be on the shelves if there wasn't the demand for them."

But model Justin isn't convinced. "I'm perfectly happy with the tag metrosexual, and I think it's a step forward that fellas can say, 'I moisturise everyday', and that's ok," he says. "But I would never wear make-up. Some things are made just for women."