Tall and muscular with a beard supporting his scruffy look. It's the traditional alpha male — the type we imagine to be the first to rush into a burning building. But as our correspondent Zhu Xuesong reports, the traditional masculine image may be changing, with a growing number of men in Pakistan becoming loyal patrons of beauty salons.

Massages, waxing and beard trimming. These are all on the menu of men's beauty salon in Pakistan. For those in search of metrosexual, here is a perfect place to take on an entirely new look from head to toe.

IRTAZA KAZMI CUSTOMER "It is quite frequent. I mean once every week or two. It is mostly to do with my beard, because that is the most important part of it. And I come here like every 3 weeks to have my hair done."

ZHU XUESONG ISLAMABAD At Depilex Men's salon, customers usually pay a minimum of 12-hundred Pakistani rupees or about 12 US dollars for a visit. Traditional barbers offer haircuts for about 200 rupees. The high price is not a turn-off for most customers. In the Pakistani capital, more than a hundred beauty salons for men are embracing this fashion trend.

Expensive facials and mani-pedis for men are becoming more common as the desire to be selfie-ready has been fuelled at any time with the influence of a vibrant social media culture. The growth of disposable incomes in the nation's swelling middle class also contributes to pushing this trend. Statistics released by Pakistani finance Ministry shows that Pakistan's per capita income jumped by 6.4 percent in 2017.

MEHTAB HAIDER, SENIOR FINANCIAL REPORTER ECONOMY ANALYST OF THE NEWS PAKISTAN "It shows that economy is increasing and economy is expanding. Our GDP growth is on a higher increasing rate. And it also shows consumption pattern is also changing. For instance, a few years back, there are not such salons. And there is no consumption on internet and on education."

But it's not just the salons that are cashing in on Pakistani men's blossoming cosmopolitan predilections. The Pakistani market for men's grooming products has also developed with the surge in outlets which cater to these demands by introducing various services.

ZAFAR BAKHTAWARI, CHAIRMAN D. WATSON GROUP OF PHARMACIES & SUPERSTORES "Now the men are becoming more conscious and they are also spending on their hair, on their face and they are also using certain types of creams and so many other things. And they are also conscious about their dressing. So this shows the prosperity in the society."

ZHU XUESONG ISLAMABAD As the global phenomenon of the "metro man" grips Pakistan's urban class, in rural areas, men are still more conservative with their fashion. Economic development is creating a more open society, but that's leading to an increasingly visible contrast between cities and rural communities. Zhu Xuesong, CGTN, Islamabad, Pakistan.