METRO MAN: The grooming choices of famous All Blacks like Dan Carter play a large part in determining if men's beauty habits are going too far.

From Buck Shelford's missing teeth to Dan Carter in his undies, rugby role models have undergone a transformation in the past few decades - and the Kiwi bloke's bathroom routine along with it.

Young New Zealand men are increasingly embracing the use of cosmetic products, according to an Otago University study.

''[Participants] talked about using products that 'Dad would never use','' Otago University international business programme director Dr Lisa McNeill said.

''In their parents' day you couldn't just go into a supermarket and buy a men's facial wash, but they've grown up in a world where this kind if thing is everywhere.''

But if your bathroom arsenal consists of more than five products, you might be taking things a step too far, according to participants.

"If you have a few things, that's sweet, but if you've got a whole shelf of stuff, that's getting into feminine territory," said one man.

Functional products were also more likely to be put in the acceptably masculine category - face wash and after shaves are OK, facial self-tanners are not.

Black, blue and grey products were seen as suitably manly, but light green was borderline.

The grooming choices of famous All Blacks played a large part in what was seen as suitable sprucing, with well-groomed players such as Dan Carter a common reference point.

"We found people saying that All Black icons tend to have a slimmer physique than the All Blacks of old, that there are more All Black males now that have that 'beautiful male' image."

However women were the most influential factor in men's beauty choices. A man's first grooming product was often bought by his mother, and suggestions from girlfriends played a prominent role.

"A lot felt that girls might expect a more 'pretty boy' image, so they try to present themselves in a way that they think will appeal," Dr McNeill said.

But the traditionally rugged Kiwi bloke has not disappeared completely from our shores. Rather than fully embracing look of the new-age man, young men spoke of trying to achieve "a balance of metro-ness and manliness".

"They're finding a really positive balance between an awareness of the need to look good and retaining that traditional masculine identity," Dr McNeill said.