Bulldog laps up consumer demand for sensitive men’s skin care

By Andrew MCDOUGALL contact

- Last updated on GMT

Bulldog laps up consumer demand for sensitive men’s skin care

Related tags: Essential oil, United kingdom

Natural skin care brand Bulldog has added a Sensitive Face Wash to its range following the growing consumer demand for more sensitive options for men.

At a time when a daily skin care regimen is becoming the norm for men, particularly in the UK, the British brand has capitalized with the Face Wash to add to its line which already includes moisturisers, creams and correctors.

The latest action comes after the company identified an unmet consumer need for a naturally formulated, sensitive face wash after Bulldog Original Face Wash.

Meeting demand

According to Bulldog, as many as 50 per cent of people claim to have sensitive skin and a strong demand for sensitive products in men’s skin care in general, means this launch is a well-timed addition to the brand’s existing Sensitive Moisturiser and Shave Cream products.

“Men’s skin can be sensitive in different ways, ranging from a mild tingling sensation, to minor redness, dryness experienced as tightness, or roughness and flaking,”​ says Simon Duffy, Bulldog founder.

“Our specialist sensitive products contain only two essential oils, Cedarwood and Patchouli, which are the most suitable oils for really sensitive skin. They are both celebrated by aromatherapists worldwide for their therapeutic skin care benefits.”

Market growth

With the men’s grooming market growing and expanding beyond just body wash, many of the industry’s big players have upped the ante with product development and skin care high on the agenda in the UK.

Bulldog, itself, has had a busy year; overtaking Gillette to become the UK’s third largest men’s national facial skin care brand, with its 14 product strong range, soon to be 15.

The Sensitive Face Wash will be available from over 650 Tesco stores and online from mid July 2013.

Related topics: Market Trends

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