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Eye on Wales presenter Tom Singleton is 31 and lives in Swansea. He says there has been a radical change since he was a young man growing up in south Wales.

He's right. 24-year-old Steve Liddiard, an educational support officer for Gower Swansea College is an example.

He says he and his friends straighten their hair, shave their arms and chests, wax their eyebrows and have facials and spray tans. They are not alone.

24-year-old gym instructor Ian Llewellyn also spends a lot of time on his appearance. His quest for the body beautiful started after a hard time in school.

"I was bullied and took a bit of stick for the way I look. Now I take pride in my appearance. I look good and feel good."

Steve and Ian say it is positive that men can take more care of their appearance without feeling embarrassed - as they might have done in times gone by.

Peter Baker, chief executive of Men's Health Forum, a national charity for improving men's health, says there is a darker side.

"We've seen a rise in men with eating disorders, exercise addiction, muscle dysmorphia and using steroids."

He believes the media has a role to play.

"There are a range of men's magazines that need to take up the issue. When you see beefcakes month after month on front covers as desirable images for men it doesn't help."

"They are unachievable stereotypes and can make men more self conscious, less happy with how they look and for some it can reinforce damaging behaviours."

However, Steve Liddiard says: "There's no pressure as such and if it makes you look and feel good then it's a good thing."

The deputy editor of fitness bible Men's Health, now the UK's biggest selling men's magazine, agrees: "If someone wants to improve the way they look what's the harm in that?" asks Mike Shallcross.

Duncan Stephenson, from YMCA Central - a health and education charity and leading body in the fitness industry, believes action needs to be taken to combat the problems arising from the increased pressure.

"We need to have more body diversity in the media and we need to educate young children about body confidence."