It ain't just a women's game anymore! Urban Chinese men spend 8.6 minutes a day gazing at themselves in the mirror and shell out 80 yuan (US$10) a month on beauty products on average according to a new survey.

Men in Beijing and Shanghai were neck-and-neck on whose residents were most vain.

Those in the capital spent the most money on cosmetics -- an average of 119 yuan a month -- but those in Shanghai looked in the mirror the longest -- about 17 minutes a day.

The survey of men aged 18 to 60 in seven major Chinese cities was conducted jointly by Horizon Research Consultancy Group and a Shanghai fashion and media company.

Chinese consumers are becoming increasingly image conscious as they grow wealthier, with plastic surgery and sales of beauty products booming.