Indian male teenagers are now spending up to Rs 4,000 (About $90) a month on cosmetics, thanks to increased publicity of makeup items and sachet culture, a recent survey says.

“Male teenagers have increased their expenditure on cosmetics to Rs 3,000-4,000 per month as against their average expenditure of less than Rs 1,000 in year 2000,” says the Associated Chambers of Commerce and Industry of India (Assocham).

The number of buyers are growing due to intense corporate publicity campaigns by corporates, Assocham says.

“Rising beauty consciousness due to changing demographics and lifestyles, deeper consumer pockets, rising media exposure, greater product choice are also the reasons for sharp rising demand of cosmetics,” the chamber says.

About 65 percent of the 6,000 teenagers surveyed, say that their cosmetic consumption has gone up by about 50 percent in the last 10 years. The survey also revealed that males have developed a special craze for cosmetics as compared to their female counterparts.

The main cosmetics consumed by teenagers include shower products, hair care, oral hygiene and skin care, according to the survey.