Called Locker Room Chic, the new range is being created to encourage men to wear protective sun care products that have a less feminine appearance and have an overall manly appeal.
Asda suncare buyer, Clare Jenkins said "Being male and macho will no longer be a barrier to protecting your skin in the sun, we believe that our new range of macho sun creams will have an image that goes well with a strong sense of masculinity".
Due to continued research, the company is unaware of the launch date for the products. However, the latest foray into male sun care will no doubt set the company ahead of competitors in the heated battle to become the leading supermarket in sales of cosmetic and beauty products.
When researching for the product line, the company discovered that young men, especially those in their late teens and early twenties, still shy away from wearing protective sun creams as it is thought to 'betray their masculine image'.
The increased risk of skin cancer in this demographic group encouraged Asda to design a skin care range that incorporates smells that men who play sport and exercise class as attractive.
Fragrances that the company is still researching include cedar, fern, juniper, bergamot and the more quirky smell of beer. However, the final products will incorporate fragrances that bridge the delicate gap between being socially acceptable and being 'manly'.
"Hopefully it will allow young men to remain butch without being sunburnt because the scents confirm rather than disparage their sexuality" Jenkins said.
Companies such as Tesco, Asda and Waitrose are constantly battling to take the top spot as the leading UK sipermarket, with previous marketing campaigns targeting the fiercely competitive organic and naturals trend.
Tesco was the first company to stock an all-natural Soil Association certified organic beauty care range, followed closely by Asda and Waitrose.
However, with summer fast approaching and male consumers increasingly becoming aware of their outward appearance, the latest sun care line by Asda will surely prompt similar ranges from the main players in this category.
