Dubbed the most romantic day of the year, it has some people on countdown for hearts, flowers and kisses - and others ducking for cover.
However you feel about Valentine's Day, at least make it a date to lavish yourself with some extra attention.
Whether you're single, loved-up or sublimely settled, set the right romantic tone with a day of heartfelt pampering and preening.
Men now spend longer getting ready to go out than women, according to a recent survey by Socked.co.uk, so extra me-time in front of the mirror may well be necessary to keep up!
Rival the hearts and roses and ensure you're looking red hot on February 14.
LOOKING FOR LOVE
If you're out searching for your Mr Right, attract his attention with an alluring scent. Encased in a gold heart-shaped bottle, try Lipsy London's Love (from £18, www.lipsy.co.uk); an addictive fragrance with top notes of lemon, orange blossom and romantic rose.
Ensure your eyebrows are immaculately shaped for raising at suggestive moments with Shavata's quirky Heart Shaped Tweezers (£21, www.shavata.co.uk).
Catch the object of your affection's gaze with statement eyes. You'll be spoilt for choice with Marks & Spencer's Limited Collection Heart Shadow Palette (£8.50, www.marksandspencer.com), featuring six pretty pastel shades.
In keeping with the heart theme, M&S's Limited Collection includes a Heart Lipstick (£5, www.marksandspencer.com) for an an eye-catching pout. Keep in your handbag as a lucky-in-love charm.
As a finishing touch, powder yourself pretty with MAC's uber-girly Limited Edition Making Pretty Iridescent Powder (£42, www.selfridges.com).
Go to town with beautiful make-up if you're venturing out with your favourite man on your arm.
Smashbox's Limited Edition Love Me collection (from £14, www.smashbox.co.uk) has just about every product you might need for a seductive look, including eyeshadow palettes in Admire Me pinks and browns or Entice Me blues and purples (£25).
Give your cheeks a rosy glow with Lancome's Blush in Love (£34, www.selfridges.com). The vibrant shade is a mix of fuchsia and orange will make you look as though you've just spent a springtime day outdoors.
Make sure there's no doubt about your feelings with Poppy King's Look of Love box (£38, uk.spacenk.com). When you fall in love, the body chemistry changes and brings out the natural pink beauty in your lips and cheeks and this kit is designed to recreate that first flush.
There's sure to be lots of hand holding by the end of your date so keep your nails groomed and polished with Bobbi Brown's Limited Edition Pink Valentine or Valentine Red (£11, www.bobbibrown.co.uk).
For lips he won't be able to resist, kiss goodnight with Lush's The Kiss Lip Gloss (£5.50, www.lush.co.uk), for a glossy pink sheen and secret ingredient of guarana seed powder to make your lips feel plumper.
Set the mood for a loved-up night indoors by lighting seductive scented candles. Try Max Benjamin's Harmony Fragrance Blend candle set (£29.95, www.maxbenjamin.ie). Designed to be lit at the same time, the two scents create a harmonising blend for both sexes.
Inject some fun into bath times with Love's Bath Fizzer Set (£2, Asda stores). The eight heart-shaped mini bath bombs create a creamy lather in the tub in seconds.
Get in the mood of all things exotic with Soak Yourself's Love Soak bath ritual recipe kit (£40, www.soakyourself.co.uk). You'll find candle, bath crystals, essential oils, tea for two and lovers blend massage oil for the ultimate night in together.
Turn the heat up on a cold February night with Sanctuary Spa Therapies' Relax Warming Body Oils (£10.25, Boots). Drizzle over the body and massage the soothing oil into skin for a sensorial duo experience.
Keep your skin soft and supple before cuddling up in bed with SteamCream's Verona heart tin (£12.95, www.steamcream.co.uk), aptly named after Shakespeare's city of star-crossed lovers, Romeo and Juliet.