Rise of male star endorsed cosmetics

By Simon Pitman

- Last updated on GMT

Related tags: Skin care line, Baby boomer

For many years the lucrative endorsement of beauty products has
been the domain of some of the most beautiful and high profile
women in the world, but, in line with the rise of the men's
grooming market, some of Hollywood's biggest male leads are now
putting their names to the latest industry launches.

In recent weeks both actor/director Steven Seagal and Clive Owen have announced their endorsement of major personal care and fragrance lines.

US national Steven Seagal is currently promoting L'Acrima skin care, an anti-aging line aimed at the increasingly lucrative and increasingly aging male baby boomer generation. Currently he is touring Canada to promote the name, which is manufactured by the American Catechin Research Instute, founded by David Vesco and Bo Zakariev-Mackedonski.

The product line is plant based, tapping into growing demand for natural- and organic-based products. It is said to help keep wrinkles at bay by stabilizing the skin's collagen level, as well as helping to keep the walls of small blood levels porous.

British actor Clive Owen has also put his name to a male fragrance and skin care line being launched by beauty giant, Lancôme. His face will be used to promote the new fragrance Hypnôse, as well as the company's new skin care range.

The company said they chose Owen because of his global appeal, a factor that it hopes will reflect in the worldwide launch of the product lines.

Like the skin care line being launched by Seagal, Owen is also putting his name to an anti-aging product line. This reflects the growth of both the male grooming line in general, as well as the increasing interest males in the 35-plus age group have in maintaining their skin and trying to keep signs of aging at bay.

In the past big names to promote global male fragrances and skin care lines have included David Beckham and Sean Puff Daddy. However, the number of sponsorships has traditionally paled when compared to female star sponsorship of products.

Currently some of the biggest stars to put their names to successful cosmetic and fragrance lines include Jessica Simpson. Jennifer Lopez, Britney Spears and Paris Hilton.

Market researchers, NPD Group says that sales of Celebrity fragrances now represent nine percent of the top 100 women's fragrances and generated about $150 million in 2005, three times what they generated in 2000.

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