It equates to almost three full days of grooming per year

This may not sound much compared to what women put themselves through each morning, but 18 minutes each day equates to almost three full days of grooming per year.

What’s even more shocking is that the study, carried out by QVC to celebrate the launch of their new grooming range HIM by Jon Barrowman, found that over half of men admitted that the main reason that they make an effort with their appearance is to please their partners.

Another 28 per cent revealed that they are competing with other male friends who are more immaculately spruced.

When trying to look good, the majority of men found that learning how to shave properly was their biggest worry. Another 10 per cent of men found that dark circles under the eyes are their biggest grooming gripe.

When asked which man they most aspire to look like, it was a shock to find that, although they may mock his footwork on the football pitch, it was David Beckham. Beckham was closely followed by newly married Daniel Craig.

Here are the others that made it into the top ten:

1.  David Beckham
2.  Daniel Craig
3.  Colin Firth
4.  Hugh Grant
5.  Jude Law
6.  Will Young
7.  Orlando Bloom
8.  Hugh Laurie
9.  Jason Statham
10.  Robbie Williams

By Lauren King