A recent international Datamonitor survey claims that 73 per cent of European and US men consider spending time in front of a mirror as “important” or “very important”.

It seems that on the whole, the Western man is spending more on personal grooming products and more time applying them. But what about Maltese men? Are they too becoming more vain? Will it be a matter of time before it’s the wives and girlfriends who are drumming their fingers in impatience as their partners dress up for a night out?

Kristina Chetcuti tackles the issue with a group of Maltese lads at a football game. She finds that while most are image conscious, some simply don’t know grooming from brooming.