March 10, 2005 L'Oreal Paris Dermo-Expertise, the leader in technology-driven skin care treatments, has announced an April 2005 launch of the first comprehensive men's anti-aging line to hit mass market retailers nationwide across America. The announcement is significant as mens cosmetics has been a small niche market until now and L’Oreal’s lead could precipitate a general change of perception towards mens cosmetics.
The L'Oreal Paris men's line, appropriately named Men's Expert, 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.
L’Oreal spokesperson Hamilton stated, "Men's Expert is a comprehensive male-focused line from the state-of-the art L'Oreal labs. It's not just about after-shave balm, it's about total skin care. This is truly a new generation of skin care designed specifically for men."
"Men suffer from the same skin care issues as women: oiliness, clogged pores, dry, rough skin and wrinkles and sagging, and these conditions tend to affect them on the same time scale as women," says Dr. Lydia Evans, consulting dermatologist for L'Oreal Paris. "However, 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 truly suffer from regular shaving."
L'Oreal Paris brings the men's expert collection to market with one objective in mind: bringing the best in research and cutting-edge technology to men's skin. The key result in the line is the L'Oreal technological breakthrough Active Defense System (ADS), which is a powerful combination of active ingredients that increases the skin's resiliency and helps it withstand daily assaults.
Applying L'Oreal Paris Dermo-Expertise's long history as the leader in anti-aging treatments, Men's Expert also incorporates L'Oreal's patented, anti-aging treatments. Powerful ingredients like Boswelox(TM) and Pro-Retinol(TM) deliver line-minimizing benefits.
Men's Expert will be available in April 2004 at chain drug, food and mass market retailers nationwide. Suggested retail prices range from US$6.99 to US$10.49.