The past decades have been marked by a male fetish for the perfectly formed woman, slim at waist yet with unrealistic bust and hip line, or what was commonly referred to as 36-24-36. A few decades ago, it was a wife’s nightmare to have her man feast his eyes on such a draw. At the beach or on a hot summer day, she would try to, often in vain, to switch scenes to avoid her man being exposed to such babes. Perhaps, in part, to save herself from feelings of inadequacy.

But no longer... preening oneself before a mirror and overtly showing signs of an obsession with locks and skin used to be a feminine bastion. Now, with a certain merging of gender roles, men, have fallen prey to the “look good, feel good” mantra. All the better for women!

It’s not easy to make the mark – you need immaculate skin, no wrinkles in sight, biceps and pectoral muscles that bulge and protrude, the list goes on. In fact, men have fallen so acutely into this trap that they seem to be building bodies for their own satisfaction, not so much for the pleasure of women.