Men are becoming more fashion-savvy and conscious about skincare.
On the fashion front, there is the endless fascination with drama Mad Men - not just for its plot, but also for the sharp clothes that characters like the enigmatic Don Draper wear in the 1960s-era drama.
Beauty brands, too, are attempting to capture the growing market. South Korea's Etude House, for instance, peddles products via ambassadors like Boys Over Flowers actor Lee Min Ho, while Chanel recently announced that Brad Pitt will be the first male to help market its iconic Chanel No. 5 fragrance.
In line with the trend, spas, boutiques and department stores are tailoring their Father's Day specials and promotions towards the "dapper dad".
Spa Botanica, for instance, is offering a package aptly titled The Gentleman's Retreat. The 135-minute treatment includes a foot scrub, exfoliation, a traditional Urut massage and a quick-fix facial, and costs $280.
Essence Vale Spa, too, is offering a Father's Day package at $159.
Created specially for the busy dad who wants a bit of pampering, the package offers a 60-minute massage, followed by a 30-minute body scrub for a soothing body cleanse.
A spokesman from the spa said that worldwide, more men are stepping into spas - and not just with the missus.
Army officer Michael Yau is one such example.
The 47-year-old father of three said that he goes for spa treats and facials once a month because "it keeps the soil and dirt away".
For his Father's Day present, he's giving a huge hint to kids Clarissa, 19, Joshua, 15, and Phoebe, nine: "I would be extremely happy to receive a spa package."
His wife, Ms Patricia Yeo, encourages him to go for facials because "men need to be pampered as well". She said: "Furthermore, this is the time that our age starts showing, so we have to take care of our skin."
Department stores are recognising the changing trends in the men's market. Robinsons has noticed that there is "a growing number of image-conscious men who put in more effort into looking good", a spokesman told my paper.
For Father's Day at Robinsons, children can get their hands on the Lab Series Max LS set, a skincare set which comprises a face cream, eye cream and face wash, great for dads on the go.
Meanwhile, over at Tangs, shoppers will receive a 30ml Clarins Men Exfoliating Cleanser with any purchase of the Clarins Men Moisture Balm moisturiser.
Thumbelina Nail Lounge also has a Father's Day promotion.
Its Father's Day Callus Treatment Pedicure for $60 (U.P.: $70) is a classic pedicure session with treatment for hard skin to soften hard-to-treat calluses.
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