Beauty Mate is one of the favourite Australian men's skincare brands. But are Aussie men really that keen to be preened? And how does the modern shampooed, shaved and waxed type sit alongside the traditional view of the Aussie bloke?

In America, it's rapidly becoming the norm for men to shave 'below-the-neck'. As men of all ages become more open to grooming products, Gillette's 'What Women Want' campaign is encouraging men and women to spark a dialogue about beauty routines.

David Beckham is an inspiration for British men, and not just for his football skills. The exposure of such preened celebrities has helped turn male grooming into the fastest growing segment for hair and beauty salons, with a fifth of male customers seeking a wider range of services.

"We use antiperspirants under our arms, but nothing for the groin where we flap about, in the dark, sometimes chafing and often uncomfortably restricted," says Jonathan Durden. Spotting an opportunity, Below The Belt Grooming for Men is an intimate hygiene brand fixing a common problem.