L’Oreal to launch men’s cosmetics

L’oreal is set to board the men’s grooming bus with an antiaging series called Men’s Expert, a venture that is believed to be the mass market’s first collection of antiaging skin care products for men.

Rob Robillard, senior vice president of marketing for L’Oréal Paris, said, “Twenty percent of men use skin care today. Another one-third are the men who are on the cusp.” Summing up men’s trends, he continued, “Half of the male population is either using or considering using skin care. So, it’s a huge opportunity.”

At least three of the eight L’Oréal Paris Men’s Expert items address wrinkles, in addition to targeting specific age groups.

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