L’Oréal tests ‘tummy-tuck’ gel for males

L’Oréal is set to extend its Men Expert range of mass-market male grooming products with the launch of a "stomach sculpting" gel.

Abdo Tone, which claims to tighten and firm the skin of the abdomen, promoting better stomach definition.

Aimed at men who are worried that they might be getting flabby, the gel’s packaging will carry the strapline: "Targets Love Handles." The move represents the first by a mass-market brand into a category traditionally occupied by luxury brands, such as Estee Lauder’s Aramis.

Aramis Lab Series Ab Rescue Gel makes similar claims, but Abdo Tone’s recommended retail price will be less than half that of the Aramis product.

Meanwhile, L’Oréal is rolling out another Men Expert product – Hydra Energetic Tanning Moisturizer, which claims to develop a tan in one hour.

Industry observers say the launches highlight the growing male grooming market. Figures from Euromonitor show that the UK male skincare market grew by over 17 per cent since 2004.

Beiersdorf’s Nivea for Men accounts for 49.7 per cent of the market, but Men Expert has rapidly gained ground since its launch in 2004, and now has a 14.4 per cent share.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here