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Dead Sea men's range combines naturals and science

By Simon Pitman , 22-Jan-2008

A new male grooming range is being launched featuring ingredients sourced from the Dead Sea as well as advanced active ingredients and includes a hand moisturiser and a unisex black mud shampoo.

UK start-up company Dead Sea Healthcare plans to launch the new range in major UK retail outlets during February and March of this year, including an aftershave balm, an anti-wrinkle cream and facial scrub. The range is enriched with Dead Sea minerals and black mud sourced from an Israel-based ingredients supplier, but alongside the natural ingredients it also combines complex active ingredients targeting wrinkles. "This range targets the increasingly sophisticated male consumer looking for effective skin care products that incorporate natural ingredients combining moisturising and anti-aging properties," said company spokeperson David Greenwood. With the much heralded 'metro sexualization' of the younger generation of male consumers, grooming products have become increasingly targeted of late, with products traditionally aimed at women being readily targeted at men - albeit with a more masculine approach to the packaging design. Consequently the packaging features a sleek, no-nonsense design that also includes no unnecessary secondary packaging, falling in line with consumer desire for eco-friendly products. Perhaps most notable in the new Dead Sea Healthcare range is the hand moisturiser, which the company believes is amongst the first of its kind to be specifically targeted at males. But as well as the hand cream, the range also includes an anti-wrinkle treatment that contains Argireline solution, the trade name for Acetyle Hexapeptide manufactured by Spanish company Lipotec. Argireline is a chain of six amino acid that is said to provide a similar effect on facial muscles as Botox - helping to relax the facial muscles, in turn smoothing out expression lines and wrinkles around the mouth, eyes and forehead. "Skin care continues to show the most growth in the male grooming market, yet many brands only concentrate on shaving related products," said managing director of Dead Sea Healthcare, Douglas Lanfear. "The range is aimed at the mass market and provides a variety of products that not only complement each other but combine the renowned restorative qualities of dead sea minerals with the latest advances in cosmetic science," he added. The initial launch is being accompanied by an extensive media and PR campaign that hopes to see the product range being promoted in retail outlets including Boots and John Lewis, but there is currently no independent on-line availibility. Depending on the success of the launch in the UK, the company intends to extend the launch to both Europe and the rest of the world.

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