NEW YORK (CBSNewYork) — We’re in the thick of wedding season, and it’s no secret that most brides will spare no expense to look their very best on the big day.

But, there may be some competition for the mirror now, as grooming has become a big priority for the groom.

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“A little nervous, but I’m ready for it,” Adam Feldberg said.

He’s taking extra precautions to look his best when he marries Alexandra Witman.

“She specifically told me don’t touch my skin care products, so obviously the first thing I did was try a little of this, try a little bit of that,” he said.

Witman could tell something was amiss.

“My cabinet was literally perfect. That’s how I knew he was stealing my stuff,” she said.

As CBS2’s Kristine Johnson explained, all it took was a little experimenting to turn Feldberg into a full skin-care convert.

“I never thought I would be the guy to pick up one of these exfoliators,” he said.

Anthony Sosnick is the founder of Anthony Brands, a men’s skin care line.

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He said men are open to trying almost anything to be a well groomed groom. On of the most popular products is a lotion that turns into powder. It’s said to help the user feel cool under pressure

“There’s going to be pictures that are going to last a lifetime, so I thought this was a great opportunity to have these touch ups and enhance my best features,” John Immordino said.

Immordino is going all in for his big day. He’s getting micropigmentation to fill in his hairline. He’s also getting botox to smooth and plump.

“The landscape has changed, social media, people aren’t afraid to express themselves,” he said.

Dr. Joseph Eviatar said it’s a way for men to bring out their best features.

“Women are good with makeup, good with hair, they’re good with dress. Men in general can’t do that much. They can get a great tuxedo, but they can’t look great if they’re not looking great,” he said.

Results are apparent after just a few days, and Immordino said he’s happy he went under the needle before going down the aisle.

“Roselyn, forget it. I can never match her beauty, but why not make myself look the best I can on that day,” he said.

Experts suggested that grooms start thinking about their skin care and any possible procedures three to six months before the big day.

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