The Man Junk Intimate Wash is expected to be the first in a line of products that will tackle the ‘sensitive issue of male private hygiene’.
“It’s time to get private hygiene into the public eye and stop ignoring the real needs of men worldwide,” said Joe Rowett, the entrepreneur behind the new line, who is also its inventor.
"Man Junk addresses a growing cleanliness concern while helping to refresh and replenish an area that is often disregarded.”
Addressing more serious concerns
But there is also a more serious aim for the product. Rowett says that poor hygiene in the genital area can lead to bacteria buildup, STD transmission and even the increased risk of penile cancer.
Consequently the formulation has been specifically developed to tackle these types of hygiene issues, a process that took over two years to come up with the right solution.
Rowett says that over 30 formulas were tested before a suitably effective product was found, a problem that was made even more complex due to the prevailing use of natural and organic products.
Natural and organic ingredients listed in the formulation include tea tree oil, Jojoba oil and Totarol, an extract from trees indigenous to New Zealand, known to have highly effective anti-bacterial qualities.
Other ingredients include aloe vera and lime essential oil, which have been included for their moisturization and scent properties, respectively.
The product taps into a new area of the fast growing men’s grooming market, currently valued at $12bn worldwide, and set to grow to $14bn by 2009.
Man Junk is being launched a year after a similar product launch turned industry heads.
MensMax launched a moisturizer dedicated to the penis after it claimed to have identified a need for this type of product.
It said that there were established 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 was RestoreMax, a skin care cream that contains ingredients to help improve the texture elasticity and sensitivity of the penis.