British men are increasingly indulging in beauty treatments and cosmetic surgery to enhance their appearance, an expert has said.
According to consultant surgeon Brian Newman, there has been a major increase in the number of men seeking treatment for thread veins, particularly on their face.
Mr Newman revealed: "Although men are often very discreet about looking into surgery, they are just as body conscious as women and more informed now about the treatments open to them.
"Modern technology means thread veins can be safely and painlessly eradicated in no time at all. Men are realising they can enhance their appearance and self-esteem literally in a lunch hour."
A recent survey by Opinion Health found that, out of 1,000 respondents, one in four would consider having cosmetic surgery in order to improve their appearance.
Despite the desire to look good, nearly half of the men admitted that they do not exercise regularly and have a poor diet.