Its packaging is monochrome and minimalist. Stamped on its side are a list of promises – the appearance of fine lines will be improved, the skin will be smoothed, facial tone and texture will be revitalised. So far, so expected from a miracle-promising anti-ageing cream. Bar one thing. This beauty product is for men.
The Anti-Ageing Formula from US men’s skincare brand Menscience ($58/£37) is just one of a new raft of lotions and potions claiming to take years off the male visage. Joining it on the grooming counter is M Lab’s Anti-Ageing Treatment Serum (£250), Clinique’s Age Defense Hydrator (£25.50) and Clarins’ Line Control Balm (£37) – all age-defying creams destined specifically for the male consumer.
Yet, according to the market research firm Mintel, only 20 per cent of men follow some kind of skincare routine. So why is the grooming industry so keen to explore anti-ageing products?