Anti Aging

In the attempt to look young — “eminent” is out — guys are spreading on anti-aging lotions, serums and potions. Just before 2005, facial anti-aging creams aimed at men weren’t even a pip on the male skin care area, as per tracker Mintl. But by the year 2007, crease-battlers accounted for 20 percent of the approximated $46 million in male skin care business. “Men usually have evidenced that they are much more heart-to-heart to using creams that improve personal appearance, including anti-aging items,” Mintl said an account on anti-aging products in 2007. As the warfare on wrinkles intensifies, both mass-market and high-end personal care makers are pumping out newer items. Last season, there were 53 fresh anti-aging skin care items for gents, in the report by Datamonitor’s Productscan Online. That was fourfold the launches in the year 2005.

Very soon, men’s anti-aging skin care company Zirh will introduce its upscale Platinum collection, including products like $125 PM Rescue serum, $145 Repair gel and $125 Age Defense cream. The gel “aims deep lines,” the serum assists “restore the skin’s vernal look” and the cream aids “prevent first marks of aging,” Zirh opines. Their target purchaser: “The man who owns an American Express black card, puts on the best clothing, uses a sports car and earns more than $250,000 every year in income,” Zirh head Brian Robson says.