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Rob's on air at 5 o'clock every weekday morning, but he says it's not taking its toll on his complexion "I do look after my skin and moisturise it, but I felt I should come to the experts and see how much attention I really need."

At Bodylines Beauty Salon on Tackett Street, the owner Nicola McHardy carried out the facial with her own fair hands "Men can have a rugged look, but you need nice skin as opposed to spotty, flaky, dry, dehydrated, wrinkly skin. It ties in with having nice clothes, a decent haircut or glasses.

"You're supposed to have life-lines [aka crow's feet] and smile-lines otherwise your face wouldn't be moving. If you look after your skin you can prevent any need to have a facelift. It's all about preparation. You wouldn't paint a skirting board without rubbing it down and it's the same with your face."

Any resemblance to a plaice is coincidental

The treatment involves 10 minutes of scrub and cleansing, 5 minutes of steaming, 10 minutes of face massage with oil and serum, 15 minutes under a mask, a shoulder massage, eye-cream and moisturiser and finally the addition of sun protector. That's an hour in total, but Rob has had his eyelashes tinted on top of that.

Nicola says the treatment must continue at home "When you wash for bed and get up you need to only use water and then add a bit of cleanser. You shouldn't use soap on your face because it strips the skin of enzymes and upsets our NMF - the natural moisturising factor of oils. Cleansing adds to it rather than strips it. You wouldn't leave the house without brushing your teeth and you shouldn't without cleanser."

So how was it for Rob? Not surprisingly having that much attention is very pleasant "Everything was so smooth. My eyes feel they've popped open and my sinuses have cleared. Everything feels fresh."

The eye-tinting process

Nicola agrees "There's definitely more colour in his skin - a glow. We have increased the circulation with all the massage we've done, but the skin is fresher and cleaner because we've taken away all the debris. Now he can go away and cleanse in the shower every morning and keep up the good work."