Far from embracing the 'metrosexual' trend of male grooming, the average British man washes his face just six times a week, according to a new study.
Facial maintenance is clearly not high on their list of priorities with one in five (18 per cent) allocating less than
five minutes each week to take care of their faces, the study found.
Men spend a measly 7,745 pounds in a lifetime on face products (that's 2.44 pounds per week ) compared to women who
spend 38,353 pounds, five times as much, the 'Daily Mail' reported.
This is despite a third of British women (29 per cent) rating a man's face as the physical feature they are most
Instead, men are interested in grooming their bodies, with an average commitment of 2 hours 56 minutes each week.
However, only four per cent women preferred a muscular torso.
The research, carried out by Dove Men, also highlighted how men get agitated by skin troubles.
A staggering 83 per cent of men complained of skin discomfort - including razor burn, itchy, dry and sensitive
skin - which made them feel unattractive.
The results also found that almost half of men (42 per cent) are worried about being overweight, while only a third
(32 per cent) are bothered about their face.
Hair loss proved to be another concern for men, with 26 per cent admitting they were worried about going bald.
"Men clearly value the importance of looking good, but seem to neglect the area they show off most and which women
find most appealing," a spokesman for Dove Men Care, said.
"We want to encourage men to take better care of their faces, boost their confidence and help them relieve
discomforts," the spokesman said.