The company says that following the success of its anti-ageing range launched at the end of last year - which includes specific skin care treatments for men in the 30-40, 40-50 and 50-plus age groups - the company has decided to extend the range with LifeLab 2030 for men in their twenties. "We were surprised when our clients started to ask about treatments for men specifically in their twenties, as there was no products formulated for this age group in the range," said Arielle de Groote, LifeLab manager. "It seems that males are now better informed about looking after their skin and want to do so from a younger age in order to prevent signs of ageing and generally maintain a healthier looking skin," she added. The latest addition to the topical skin care range contains a 2.3 per cent dose of Lifoxyl Complex - the company's patented anti-ageing ingredient, which is a lower amount to that contained in the other products in the range and formulated according to the specific skin care needs of this age group. The product also contains apricot kernel for softening and moisturising and Nylon-12 to matify greasy areas of the skin, which is also characteristic of skin for this age range. The company was also showcasing its LifeLab IN, a food supplement that has been specifically formulated with pomegranate extract for its cosmetic effect - a product line that targets the growing market for the 'beauty from within' trend. The formula also includes a blend of plant extracts, vitamins and minerals and combines a high concentration of antioxidants, which are known to help fight stress systems related to skin ageing. The company is marketing the supplement on the basis that it is used in conjunction with the skin care line to maximise the effects it has on the products' efficacy and, ultimately, skin care health. The new launches add to a product range that targets the specific skin care requirements of the male, as well as those of men's skin as it ages. The company chose to target a male dedicated skin care range because scientific evidence has shown that the physical make-up of men's skin is different to that of the female. On top of that men's skin also changes composition with age, thinning at the rate of 6 per cent every ten years. The range, which also includes LifeLab 3040, 4050 and 5060, also aims to tap into other key trends within the industry, including the rising market in Europe for men's grooming, as well as the rising demand for products specifically created for the ageing baby boomer generation.