Bikini anxiety... and that's just men

Bikini anxiety, the panic that grips most women at the thought of baring their bodies on the beach, now also afflicts the majority of men.

A report today shows that two thirds of men diet and apply fake tan before setting foot on the sand, and many endure painful treatments to rid themselves of unsightly body hair.

And a second study reveals men also spend more than women on updating their summer wardrobe - even on shoes.

The survey of the summer shopping habits of 2,000 people reveals that women now spend an average of £257 on clothes - while men spend £287.

Men spend more on work clothes, casual clothes and holiday outfits than women. The only area where female spending is still higher is accessories. Meanwhile, the beach report finds that a third of men are so worried about their holiday image that they will shave, wax or pluck hair from their backs, armpits, chest and legs before sunbathing.

And six out of 10 buy themselves new swimming trunks, watch their diets and have a fake tan treatment before baring their all. "Men are encouraged by role models such as David Beckham and Jude Law," said Nishma Patel, a spokeswoman for Teletext Holidays TV, which carried out the study.

Phillip Hodson, a fellow of the British Association for Counselling and Psychotherapy, believes men are increasingly becoming as conscious of image and grooming as women.

"Men have never had a problem spending money on themselves but in the past certain things have been seen as unsuitable," he said. "But now it has become perfectly acceptable for men to go around with highlights in their hair and moisturising cream on their faces.

"The balance of power in society has now shifted in favour of the female sex, and men are having to put some effort into proving they are worth having. They have to spend money on clothes to compete."

The research on wardrobes, conducted on behalf of Morgan Stanley credit cards, also found the average summer spending of Londoners is the highest in the country at £397.

Patrick Muir, marketing director of Morgan Stanley's consumer banking group, said: "People may be surprised that men spend more on their looks but while women can get away with fairly inexpensive tops, skirts and flip-flops, men tend to spend more on fewer items in order to look good."