L'Oreal set to launch men's anti-aging line

Named Men's Expert, it is a comprehensive line of men's skin care products designed to address the needs of each man's skin as he ages. With eight different products that each incorporate customized technology to meet the unique needs of men's skin, men of all ages can treat and care for their skin with sophisticated and advanced products that are conveniently sold and priced.

Carol Hamilton, L'Oreal's​ president and general manager said, "Men's Expert is a comprehensive male-focused line from the L'Oreal labs. It's not just about after-shave balm, it's about total skin care. This is a new generation of skin care designed specifically for men."​

Dr. Lydia Evans, consulting dermatologist for L'Oreal said, "The needs of men's skin differ from women's, so L'Oreal used extensive research and technology to design a skin care line for men's unique skin physiology. Unlike women, men have thicker and oilier skin, more prominent pores, and their faces suffer from regular shaving."​

The range features Active Defense System (ADS), which is a combination of active ingredients that increases the skin's resiliency and helps it withstand daily assaults.

Men's Expert also incorporates ingredients like Boswelox and Pro-Retinol which are said to deliver line-minimizing benefits.

The range includes Power Clean face wash, aimed at all ages; Circle Eraser, aimed at eradicating puffiness around the eyes - again for all ages; Hydra Power antifatigue moisturizer for the 25 to 35 age group and Stop Lines, an anti wrinkle SPF 15 moisturizing lotion aimed at the 35 to 45 age group.

The line was first launched in France at the end of last year and has since been extended to other major European markets, including the UK and Germany.