L'Oréal Paris launches male skincare line

Published: Thu 13 Oct 2005 04:09 PM
News release
L'Oréal Paris launches male skincare line
Expert technology drives targeted skin care products for men
In the 21st Century, technology plays a huge role in all our lives.
So men especially will be pleased to know their new-age interest in appearance and image is now backed by a technological breakthrough range of skin care products exclusively for men.
Men Expert from L'Oréal Paris brings made-to-measure skincare solutions suited to every man's age and lifestyle and is the first of its kind to hit the mass market.
The range is based on unprecedented research and technology developed by L'Oréal Paris, the biggest beauty company in the world.
The age- and lifestyle-driven approach looks at the five typical signs of male ageing and has given the company an exclusive understanding of how a man's skin develops at each stage of his life.
Younger men from age 15 and whose hormones are active are more likely to have oilier skin with open pores, shininess and prone to imperfections. As they age into their 20s, work, socialising, stress, family pressures and a hectic lifestyle begin to leave their marks.
At 35+ years, expression and laughter lines and crow's feet begin to set in at the onset of a rapid ageing process. As men enter their 40s, time and fatigue conspire to make skin lose firmness as wrinkles are accentuated.
The four principal products of the Men Expert range combat these specific problems using some type of ‘anti' action. There's anti-oil for the shiny, oily and blemished skin for younger skin and anti-fatigue to combat dull skin tone and drawn tired features on 25 to 35 year olds.
The anti-expression formulation combats the first signs of ageing as men grow through their 30s and there is a total anti-ageing solution to fight sagging face and neck skin and wrinkles for older men.
In the increasingly competitive male skincare market, the research-driven path represents a unique approach to male skincare products, L'Oréal Paris says.
“The needs of men's skin differ from women's, so we set to work in our extensive research and development facilities to design a skincare line especially for men's unique skin physiology,” says the company's consulting dermatologist Dr Lydia Evans.
“Men have thicker and oilier skin, more prominent pores and their faces do suffer from regular shaving. Men Expert is not just about after-shave balm; it's about total skin care.”
All products contain L'Oréal Paris' Active Defense System™ or ADS™ derived from peppermint leaf extract which is well known for its soothing properties.
The extract combines with targeted ingredients in each product in the Men Expert line to reduce skin irritations and give greater comfort. Men Expert also incorporates L'Oréal's patented anti-ageing – powerful ingredients that deliver line-minimising benefits.
In addition to the age and lifestyle-specific moisturisers, the Men Expert range also includes advanced cleansing, shaving and aftershave products.
Men Expert is available now in pharmacies, variety and department stores and selected supermarkets nation-wide.
Issued for L'Oréal Paris by Pead PR
Anti-Tightness Foaming Cleansing Gel, SRP $14.95.
Skin Renovator Cleansing Exfoliator Visible Skin Renewer, SRP $16.95.
Anti-Irritation Skin Caring Shaving Foam & Gel (for sensitive skin), SRP $12.95.
24 Hr Hydrating Anti-Dryness Balm (for sensitive skin), SRP $14.95.
Pure & Matte Anti-Regreasing Moisturising Gel, SRP $17.95.
Hydra Energetic Anti-fatigue Daily Moisturising Lotion, SRP $19.95.
Wrinkle Decrease Anti-expression Lines Moisturising Cream, SRP $19.95.
Vita Lift Complete Anti-Ageing Moisturising Cream, SRP $20.95.
Available now from pharmacies, variety and department stores and selected supermarkets.

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