MensMax, a company established to develop products for men's health and personal care, says it identified a need for this type of product after it realized that there were niche skin care treatments focusing on every part of the body and for every type of condition, except this area. The result of the company's research and development efforts is RestoreMax, a skin care cream that contains ingredients to help improve the texture elasticity and sensitivity of the penis. According to the company 'the penis has long been neglected as a part of the body requiring special skin treatment'. This is despite the fact that the sensitivity of the penis skin means that it needs particular attention, emphasized by the fact that it is subjected to extremes of heat, friction and bodily fluids. As well as this kind of daily onslaught, the epidermis in the penis skin, just like any other skin, can lose moisture and elasticity, leading to wrinkled, dry and cracked skin that chafs easily. The cream is formulated with elastin, to maintain the skin's elasticity, as well as aloe-vera and a blend of proteins, oils and vitamins. The company says that by applying the cream twice a day it can help the skin heal, recover and restore, as well as maintaining levels of moisture necessary to maintain elasticity. This is the first product that it has introduced onto the market, but the company has accelerated the development of further 'revolutionary' products aimed at men. The men's grooming market has seen significant growth in recent years, boosted by a huge increase in niche products that are helping to diversify and develop the sector at a rapid rate. A recent Datamonitor survey has shown that 73 per cent of European and US men said that spending time in front of the mirror was 'important' or 'very important', compared to 72 per cent of women with the same response. All of this means that the use of men's grooming products worldwide has risen from a value of $26.3bn in 2005 to $29.7bn in 2006, indicating the importance that male grooming products currently have in the cosmetics industry. Only last month a new skin care line was launched by US-based Biker Skin Care Products. Developed by veteran bikers, the line includes an after-treatment for tattoos as well as skin care products that tackle the sun- and wind-burn, and common foot conditions. Similarly, O'Keefe's Working Hands hand cream has enjoyed significant success targeting male skin care for the type of individuals that would not usually use such products. Farmers, engineers, mechanics, DIY enthusiasts and other individuals with occupations that that are tough on hands, have picked up on the line and contributed to its phenomenal success.