Aging boomer males under pressure in a tightening job market are turning to anti-aging lotions, potions and serums to look younger. Crease-fighters now account for 20% of the estimated $46 million in
male skin care sales-up from nearly zero a few years ago.
Both high-end and mass-market personal care companies are pumping out new products. Last year, there were 53 new anti-aging skin
care products for men, according to Datamonitor's Productscan Online. That was four times the launches in 2005.
Nivea, Neutrogena and L'Oréal Paris have all added male-focused wrinkle
fighters to their lineups. And this week, Zirh will launch an upscale Platinum collection, which includes products such as $145 Repair gel, $125 PM Rescue serum and $125 Age Defense cream. Its target
buyer: "The guy who has an American Express black card, wears the best clothing, drives a sports car and makes above $250,000 a year in income," says Zirh president Brian Robinson.
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