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.