Anti-aging aftershave hits male cosmetics market
release of an anti-aging aftershave product with bioengineered
The New York-based company Dermaplus claims that the product is the first of its kind to be released onto the burgeoning male anti-aging market. Human elastin to fight wrinkles DermaLastyl-m aftershave contains elastatropin, a bioengineered form of the tropoelastin (a building block of human elastin) which appears in many of the company's anti-aging products. The biotechnology company said the elastatropin helps decrease the appearance of existing wrinkles and restore a youthful complexion by providing support and flexibility to the skin cells. The company go on to claim that used properly 'DermaLastyl will eliminate and/or prevent wrinkles reducing the need or extending the life of cosmetic medical procedures such as Botox injections or facelifts'. In addition to elastatropin, the aftershave includes argireline, one of the family of neuropeptides with muscle freezing claims that have recently exploded onto the anti-aging market. Targets high end market With the impressive price tag of $49 for a tube of 1.7 oz the product is firmly placed at the top end of the skin care market where anti-aging products contain sophisticated ingredients and are often accompanied by ultra scientific product claims. Until this point the market has been dominated by female cosmetics however a number of recent product and ingredient launches suggest the male skin care market is becoming increasingly sophisticated. Product launches of note include Laboratoires Didier Rase's line of cosmetic products designed to target decreasing testosterone levels that according to Rase is public enemy number one in terms of male skin aging. In addition, France-based ingredients supplier Gattefossé recently launched its ingredient Cytobiol LuminEye, designed to target under eye bags and shadows. Although the ingredient targets all types of anti-aging products, male and female, the company was hoping for success in the growing male market where eye products are often released early in the development of a range.