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Men Arm Themselves with Anti-Aging Weapons

USA Today, 4/15/08

Abstract:

In the drive to look youthful — "distinguished" is out — guys are slathering on anti-aging lotions, potions and serums.

Prior to 2005, facial anti-agers aimed at men weren't even a blip on the male skin care scene, according to tracker Mintel. But by 2007, crease-fighters accounted for 20% of the estimated $46 million in male skin care sales.

"Men in general have shown that they are much more open to using products that enhance personal appearance, including anti-aging products," Mintel said a report on anti-aging goods in 2007.

As the war on wrinkles escalates, 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.

This week, men's skin care company Zirh will launch its upscale Platinum collection, which includes products such as $145 Repair gel, $125 PM Rescue serum and $125 Age Defense cream. The gel "targets deep lines," the serum helps "restore the skin's youthful appearance" and the cream helps "prevent early signs of aging," Zirh says.

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