The seventy year old No7 brand has been expanded significantly in recent years, growing beyond perfume and make-up and into the skin care market. But this is the first time that a No7 branded product has been specifically aimed at the male market. The range will contain eleven products, which includes everything from face wash and shaving balm, to the much heralded Protect & Perfect Anti-Ageing Serum. Worldwide anti-ageing phenomenon The serum has become a worldwide phenomenon since a BBC Horizon documentary drew attention to the product's efficacy in comparison to a range of other more expensive anti-ageing products. The programme included a comprehensive scientific study carried out by dermatologists that pointed to the fact that the Boots No 7 serum for women was the most effective product at visibly reducing signs of ageing and wrinkles. However, the new No7 range for men has been completely reformulated and redesigned, to take in to consideration the different physical make-up of male skin and the different requirements of a male skin care regime. Reformulated for males Boots says that the range has been formulated to take into consideration the fact that men's skin contains higher levels of collagen that depletes at a slower rate, together with the fact that men's skin is also more oily. Likewise, although men's skin has a higher moisture retention rate, the company also points out that the range has been designed around the fact that men have to shave regularly, which can lead to a loss of moisture, skin damage and rashes. A recent study by market researchers Kline found that global male skin care market is currently the fastest growing category in the industry, representing growth of 8.7 per cent in 2006. Tapping into industry-leading growth Developed markets experienced the highest growth, with the main driver for the male skin care category being the office bound professional whose smart appearance is deemed to be vital to his career success. Canada's sales of male skin care products leapt 41.5 per cent, while European countries also experienced high growth rates. France led the way with sales growth of 21.5 per cent followed by Italy with 19.3 per cent. Mirroring this trend there has been a huge increase in the number of launches in the worldwide male skin care market, with products becoming increasingly sophisticated and niche. Recent European launches have included a range of skin care products from UK start-up company Dead Sea Healthcare that includes a hand moisturiser and a black mud shampoo, together with another range launched by France-based Didier Rase that includes an anti-ageing treatment formulated with a plant derived ingredient that inhibits testosterone deficiency.