"Men are getting more vain," said Marian Salzman, author of "The Future of Men" and director of strategic content at ad agency JWT in New York. "There's more pressure to look young and sexy. Even young boys are waxing their bodies to be hairless."

But is male grooming a lasting trend or will it dissipate as quickly as nail polish remover?

"I do think it's viable," said Michael Flocker, author of "The Metrosexual Guide to Style: A Handbook for the Modern Man." "I think the presentation of the concept is very important. If it looks at all girlie, it will be intimidating to men. If it looks sleek, men will respond to it."

Joe Grondin, a barber and founder of Roosters, understands that many men won't go to a business that could expose them to ridicule from their poker buddies.

What Roosters does is get rid of hair that men don't want, wherever it is, Grondin said.

"We do a lot of eyebrows, you know, to get rid of the unibrow thing," he said.

American Male salons take care to avoid flowery accents, pink or red hues and whiffs of hairspray or nail polish. At the Philadelphia location, sports memorabilia, including black-and-white pictures of baseball greats Joe DiMaggio and Jackie Robinson, adorn one wall.

Steering clear of feminine terms, American Male has dubbed manicures and pedicures hand and foot detailing; covering one's gray is called camouflage. The salons also offer eyebrow, chest and back waxing and massages.

Hafetz said male salons are trying to fill a need traditional barbershops did not.

"The barbershop was part of the American fabric in the '40s, '50s and '60s," he said. "The barbers lost touch with what their clients really wanted."

Last month, Mac Morgan went to a male salon for the first time.

Before the stylist started his haircut, Morgan was led to a corner of the salon where a vat of orange-hued wax awaited. As part of the hand paraffin wax treatment, the stylist dipped his hand into the wax until it formed a second skin that moisturizes. Plastic gloves go on and then fluffy cotton mitts.

The 25-year-old software engineer from suburban Philadelphia then reclined by the shampooing station where his feet were propped up on a taupe leather ottoman and a warm towel spread over his face.

Morgan booked the "Quality Grooming Experience" package: a $38 treatment that comes with a minifacial, scalp massage, haircut, shampoo, conditioning and styling.

As the stylist alternatively washed his hair and massaged his scalp, she asked how it felt.

"It feels good," Morgan said. "I've been to women's salons. But I feel comfortable here."