A male grooming range that uses minerals from the Dead Sea and contains a safe alternative to Botox is being launched in the UK next month in a bid to win over men looking for non-traditional skincare.

Dead Sea Healthcare is backing the launch with a consumer press ad campaign in men's magazines and national press from February, running throughout the year. The range, which includes an anti-wrinkle cream, all-in-one hair and body wash, aftershave balm and a hand repair cream, is being targeted at major stores, including Tesco, Waitrose and Debenhams, Topman and Burtons. Retail prices will range from £4 for a face scrub to £15 for the anti-ageing cream, which contains the Botox-like solution Argireline.

The male toiletries category, excluding razors, rose 5.2% to £596m in the year to April 2007, up 5.2% [TNS]. Excluding haircare, the market has grown 31.4% since 1995.

Topics