of a little personal pampering By Nicole Williams Smith The days of short, neat tresses and a splash of aftershave as mans' total concession to looking good are long gone.

And today's fitness-crazed, stressed-out men are venturing beyond the health clubs and barber shops in search of a better self-image and a break from the rat race.

David Hope of The Arcade Barber Shop said a number of men visited the Walkers Arcade barber shop for more than just a simple haircut.

"Quite a few dye their hair,'' he said as he turned a customer's dark hair blonde. "They do it for all sorts of reasons.'' Royal Gazette photographer David Skinner, who allowed Mr. Hope to dye his dark brown hair blonde, said he would have never entertained the thought of such a hair-raising deed 15 years ago.

"The fact that it has become acceptable now for men to do this is one of the reasons why I agreed to do it,'' he admitted. "I wouldn't have done anything like this 15-years ago. I would have been too worried about what people thought.'' Mr. Skinner -- who ventured into the world of the platinum blonde along with reporter Neil Roberts -- admitted after completing what he described as the painful experience of getting his hair dyed that he would consider doing it again.

"I didn't realise that it would be as painful as it was. I'm a sensitive guy with a very sensitive scalp,'' said the married father of two. "I would do it again if the situation called for it, but I wouldn't do it just because I was going grey.'' And Mr. Skinner added he would like to try other men's treatments in the future.

"I've always wanted to go for a complete facial, manicure and pedicure,'' he confessed. "But I'm waiting for someone to give it to me as a gift.'' William Mayo of Strands said mens personal-care industry is a thriving and growing business in Bermuda.

"We cater to the male of the species as much as we can,'' he said. "Men are now using the facilities. There has been a big shift over the last five years.

They seem to have gotten over their egos.'' However, he did admit that this was not always the case in conservative Bermuda.

"When the clinic was located on Bermudiana road we seemed to have more men coming in,'' he said. "Because of where we were located, it looked as though they were just going into an office building.

"When we moved to Reid Street, a few men were uncomfortable being seen walking into a salon. But the whole mentality thing is changing, most are not concerned about that anymore. We have men from all walks of life coming in.

"We have a client who comes in for manicure and pedicure every week. If you saw him on the street you would never think that he would consider doing it. A lot of guys come in for manicures and pedicures -- it is very popular.'' A married father of two (who did not want to be identified) echoed Mr. Mayo's claims that the manicures were well liked by men.

And the man admitted to The Royal Gazette that he became hooked on manicures while abroad in university around 1990.

"I had wanted to celebrate my 18th birthday and mark my transition into manhood with something different,'' he explained. "I had been working construction and waiting on tables that summer so my hands were a mess.

"I had always admired finger nails because when you meet someone you always shake their hand, so your hands are you first real contact with a person.

Hands are very important.

"I decided that I wanted to make a statement so I pierced my ears and I went to get a manicure. I liked it so much that I went every two weeks.'' The man said he did not feel uncomfortable walking into traditional women's territory -- but admitted that it did cause several ladies to do a double take.

"There were a couple of times women did a double take and they always presumed that I was gay.

But he laughed: "It was a great way to pick up girls, it was a real conversation piece. Women would always ask me if I played the guitar because at the time my nails were considered long for a guy.'' And he added that when he met his future wife she was impressed by the fact that he took such good care of himself.

Another man, fresh from a manicure at a local hair salon, said a friend introduced him to the pleasure of what he called `the big secret'.

"Women have been keeping this a secret from men for years but once I got wind of it, that was it,'' chuckled the 31-year-old single man. "I go because I don't know how to cut my nails properly and I want them to look presentable.

"I grew up biting my nails so now I like them to look neat and hey, I like to be pampered.'' Aside from manicures and pedicures, Mr. Mayo said that massages also scored well with men.

"The most popular treatment is the massage,'' he said. "It is the most macho thing to do.

"Massages and facials helps to `de-stress' because you are just laying there in a relaxed state. Because of the hectic lives we lead, there is a great need for anything that helps people rid themselves of stress.'' Although most facials are suitable for men, Mr. Mayo did admit that Strands had to formulate a package exclusively for men.

"Because most men do not know what they are looking for we created one called a facial for men.'' Mr. Mayo said he could not think of a specific reason why men's personal care has been catapulted into the forefront.

"Men have just become more aware of their personal appearance,'' he explained. "Worldwide there is an increasing middle-class who are working in areas that require them to practice good grooming.

"People are taking better care of themselves and have taken the fitness/gym experience one step further and there has been numerous articles and stories devotes to the subject which has educated the public.'' Publications like the magazine Men's Health, which marked its tenth anniversary in September, frequently carry articles on appearance. The magazine's circulation has soared from 100,000 in 1988 to 1.6 million.

Even the venerable New York Times has carried features on the brisk business of catering to the new vanity of men.

And Mr. Mayo forecasted "tremendous'' growth for the men's personal care industry over the next ten years.

"My prediction is that there will be a growing trend,'' Mr. Mayo said.

"There will be tremendous growth in the next decade.

"Although the industry is seen as superficial, these are treatments for the soul, the inner self. For example a Reika treatment is almost like a laying on of hands, there is little physical massage. It is a feeling of energy within the individual's body, you almost have to go into a meditated sense. It is tried and true -- and it does work, it's not nonsense.

"Treatments like these are one way to take care of one's being, especially the internal,'' he added. "These treatments work within ones-self and exercise just can't do it alone.'' BLONDE AMBITION -- The Royal Gazette's David Skinner and Neil Roberts dyed their hair blonde to find out if `blondes really do have more fun'. According to those in the men's personal care industry, more and more gentlemen are venturing beyond the barber shops and gyms in search of a better image.