Because he's worth it - Make-up for men

For some men, skin care and grooming goes beyond a quick shave. In fact, some men – both "metrosexuals" and the simply fastidious – have long followed a strict cleanse, tone and moisturise routine. And now, a new beauty must-have tailored specifically for 'Im Indoors has arrived.

On Friday, the beauty hall at Selfridges on London's Oxford Street will see the launch of Yves Saint Laurent's Touche Eclat for Men; the event will be hosted by Big Brother 9's primped preener Stuart Pilkington, who became known for briefly batting his mascara-ed lashes on the reality show this summer.

Since the French beauty house launched its original Touche Eclat "highlighter" in 1992, one of the gold pens has sold every 20 seconds to women worldwide. Touche Eclat claims to cover up dark, under-eye circles and skin flaws by reflecting light away from shadowy or tired-looking areas of the face.

This successful formula has been subtly altered for the exhausted-looking, pasty-faced man in the street. Touche Eclat for Men is fragrance-free, and works more like a concealer than its counterpart for women, promising solid cover that will make eyes look fresher and, cryptically, "more piercing". The signature gold packaging found on most women's dressing tables has been ditched for a pewter tube that's easy to stow in your man-bag.

YSL says its new product is designed to enhance men's natural complexions, rather than to create a "full makeup look". And obviously, a dab of Touch Eclat for Men on your average man will not a Julian Clary make. But have lacquered heartthrobs such as Russell Brand and Johnny Depp's smoky-eyed Jack Sparrow persuaded the man in the street to pile on the slap?

If the answer is yes, this is no watershed for modern masculinity – man makeup is nothing new. The flamboyant French designer Jean-Paul Gaultier launched his Le Mâle Tout Beau range of mascaras and eyeliner in 2003, and insisted that makeup for men was not only the preserve of drag queens.

Admittedly, the man who created Madonna's conical bras may not necessarily be an inspiration to the typical British male, and it's debatable how many bankers and brickies have snapped up his tinted lip balms. But Gaultier is not alone.

Last year, Clinique, whose male grooming range includes more universally accessible products such as face washes, moisturisers and aftershaves, also brought out a bronzer and concealer. Even Superdrug has joined the fray, announcing its Taxi Man range last month – which includes "guyliner" and "manscara". There are more choices than ever for boys who want to beautify – and, perhaps, even fewer excuses for the ashen-faced executive.

Touche Eclat for Men, £22.50, is exclusive to Selfridges London for two weeks; then nationwide. Stockist details: 01444 255 700

Gerald Rushton, 27, analyst at an investment bank

Tiredness factor: works 10-12 hours a day; gets six hours sleep; likes late nights and champagne

"I suppose I might use it if I was going out for a drink after work and was worrying about looking tired. I know a lot of guys in the office who use eye cream if they're facing a client after a particularly heavy night, but makeup, no. I wear glasses anyway – I can't even see to put it on!"

James Harrington, 33, investment banker

Tiredness factor: works eight hours a day; get eight hours sleep; says he is constantly tired.

"Would I buy this? No way. Would anyone? Men don't care. I'm happy with the way I look – there isn't much I can do about it anyway! If I look tired, I use eye-drops actually [pulls eye-drops from blazer pocket] so maybe I'm more vain than I'd like to think... How do I put it on? Oh, I'm blushing. Maybe I need some concealer for that!"

Clement Rousseil, 21, chef

Tiredness factor: works up to 12 hours per shift; gets between four and eight hours sleep

"I do get very tired, but I don't really think about whether I look tired. I'm a chef! I just stay in the kitchen. I would never buy this – £22?! No way. I guess I could get used to wearing it, but I just don't see why I'd start. I can't really see that it has made any difference. I look exactly the same! No, I don't do make-up."

Mathis Michaud, 19, waiter

Tiredness factor: works varying shifts, often late at night; likes going out and staying up late

"It's fine for men to wear face creams and stuff – I don't, but I can see why others do, and I don't have a problem with it. I guess other men might wear make-up, I just can't imagine many of them would. It would have to be very well marketed. Oh, I've put far too much on. It's all over my face! How do women do this? Do I rub it in now?"