THE days when men wore their shirts open to the naval to display a gold medallion nestling in a forest of chest hair are long gone.

Now you're just as likely to find a bloke at his local beauty salon, having his chest and back waxed, sugared or shaved.

According to a new survey, David Beckham and Gavin Henson aren't alone when it comes to waxing and buffing their bodies.

Latest statistics show that the average man spends around 25 hours a year removing hair compared to women who devote just 15 hours to de-fuzzing.

It seems that men are coming under increasing pressure to be less hirsute.

Last autumn Sky Sports presenter Richard Keys was allegedly under orders from bosses to wax his hands following claims that the 49-year-old anchorman had been nicknamed "werewolf" by some unkind colleagues.

The high street retail chain Superdrug even runs in-store waxing surgeries across the country to teach customers everything from the basics to special techniques for hard-to-reach places.

Matt Twigg, of Superdrug, says a surprising number of British men are now opting for the smooth, hairless look.

"We have been inundated with interest from men wanting to attend our waxing surgeries."

Robert Houtman, 55, director of National Cosmetic Centres based in Bournemouth, believes it's important keep up appearances.

"I have my back waxed and my chest shaved about every four to six weeks.

"I found as I was getting older, I was beginning to resemble a silver-backed gorilla, so I had to do something about it!

"My girlfriend certainly prefers it. I think everybody owes it to their partner or loved one to take care of their appearance and keep fit and healthy.

"I watch my weight and go to the gym three or four times a week too.

"I also have regular Botox injections, skin tightening, skin lasering to get rid of sun spots and I'm about to start skin rejuvenation too."

His sister Michelle Nicholls, NCC's salon director, says there's nothing wrong in wanting to make the best of your appearance.

"If you look good on the outside you feel better on the inside. Traditionally it has always been women who have made all the effort with their appearance so it's about time men did too!"

Pierre Boukhalfi, counter manager at Dingles in Bournemouth, says he has his whole body waxed.

"Yes I have it all removed," he says gesturing downwards from his chest.

"I also exfoliate and moisturise my skin too and use tinted moisturisers and fake tans.

"I know plenty of straight guys who do the same."