L’Oréal Paris has unveiled the latest addition to its Men Expert range: a lotion especially for men with tattoos, which the cosmetics giant claimed was a category first.
Meant to ‘keep prized bodywork gleaming’, Hydra Energetic Tattooed Skin Reviver, which contains creatine, is designed to reverse the damage sunlight and water do to tattoos.
It is set to roll out on 1 October at an rsp of £7.99 to Superdrug and Boots initially, in response to the fact a third of British men between 16-44 years old have at least one tattoo, according to Stijn Demeersseman, general manager commercial operations, L’Oréal consumer product division UK & Ireland.
“Men are adopting ever more sophisticated personal care regimes, and are seeking products which have a clear benefit,” he added. “We want to make sure we’re providing those benefits.”
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