Inventive Ways to Lose a Girlfriend...

It would seem that the vagaries of the fashion and beauty industries that inspired last week's rant are finally about to answer a question that's been bugging me for years.

Do men tend to require fewer and simpler cosmetic products because they really are less vain and more secure, or have the evil arch-bastards simply not found the right way to get to them yet?

Yesterday however, I discovered that increasing numbers of men, inspired by that David Beckham ad, are heading to beauty salons up and down the country to get themselves a Boyzilian.

Now, whilst both David and Victoria Beckham have kept UK hairdressers churning out replicas of their trend-setting barnets for over 10 years now, I hadn't predicted that this particular look would be driving British menfolk into the grasping clutches of the beauty industry in search of the perfect Back, Sack and Crack.

There's a cynical part of me is thinking it highly likely that the smooth appearance shown in the ad owes more to an ad designer's Photoshop skills than to those of hot-wax-wielding beauticians.

But the whole thing reminded me of a client of ours a few years ago who persuaded his girlfriend to model a product for festival-goers that he had invented and was trying to bring to market. The ad showed the product draped over her bare bottom, and she was surprised and delighted by the way she looked in it.

'Blimey', she said.'My arse looks really nice there doesn't it?'.

'You've got to be kdding me.', came the reply. 'It's taken me 6 hours in Photoshop to get it looking like that!'.

I wonder if they're still together?