Since I've started writing this column, my girlfriends have been much sweeter to me than usual. I've had meals cooked for me, had several offers of babysitting and even been granted use of a very flash car in exchange for some advice. But the boys haven't been so forthcoming - at least, not overtly so. When I laid out some Clinique and Kiehl's men's skincare products on the table at a barbecue recently, I watched as the lads surreptitiously cased the wares, trying to stuff Soothing Blue Astringent Lotion and other potions into their pockets before the others noticed. This was a revelation to me because I had always imagined that watching a man apply moisturiser would be like watching a toddler spread his food across his face.
Most boys greet the idea of plucking eyebrows or their much beloved ear hair with wimpish yelps.
But I have failed to notice the winds of change blowing through male beauty habits.