Conjure up an image of the sort of person who works behind the cosmetics counter of a large store and you might picture a glam woman with faultless make-up.

But customers at Bradford's Clinique counters in Boots and Sunwin House might have been doing a double take, after spotting a man at work offering skincare and make-up advice.

And Keith Cato, the only male Clinique consultant at work in Yorkshire, is more than a dab hand with the blusher brush - he also enjoys karate and is a member of the Territorial Army.

The 26-year-old travels from store to store giving consultations, organising special events and offering make-overs.

He has worked for Clinique for five months, moving from a job on the men's fragrance counter of Boots in Leeds after being asked to join the skincare company.

He says women's response to him has been positive. "I get a lot of compliments. It's really nice. I'm very professional in my work because that's what I'm all about.

"I'm a people's person at the end of the day and I like serving people and dealing with people.

"The thing I enjoy the most is dealing with a customer, and she's happy with the products and the advice that I have been able to give. It's very rewarding when they come back and are really happy."

Keith had not been involved in make-up before his move to Clinique and attended the firm's training course for new consultants.

"The first time I did the make-over it was hard. It took me two hours! But I practised on a work colleague and now it's the same time as other consultants," he says.

And his colleagues have been welcoming towards him, he says.

Keith prefers travelling around, covering for holidays and running special events or helping out at busy spells, to being based in one store all the time.

Clinique also has a men's range, so Keith can also advise men about the shaving products and other ranges.

Since starting work with Clinique he has less free time at weekends to spend with the Territorial Army, which he has been involved with for more than six years.

A big trend for women's make-up this summer is the "nude" look, says Keith, a fresh, clean and very natural look. He urges men to moisturise and exfoliate.

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