Travel Retail and Duty Free Business Intelligence    Friday 22 August 2014

COSMETICS

La Mer harnesses its masculine appeal with new menís skin care set

Published: 06/03/13

Source: ©The Moodie Report

By Rebecca Mann, Associate Editor

La Mer is set to capitalise on its popularity among male consumers with a new set, called Menís Skin Essentials. It is being launched this month into selected La Mer travel retail locations worldwide.

The La Mer portfolio offers men a simple, streamlined range of products that fit into any pre- or post-shave routine, according to the brand. The signature Miracle Brothô, at the heart of every La Mer product, is said to counter dryness and soothe irritation, helping skin look firmer, smoother and protected against future damage.

Because real men do moisturise: La Mer's new Men's Skin Essentials Set
The La Mer menís regimen comprises moisturisers in four formulas (The Moisturizing Cream, The Moisturizing Lotion, The Moisturizing Gel CrŤme and The Oil Absorbing Lotion); a selection of cleansers (which feature positively charged waters and magnetized tourmaline to thoroughly but gently lift dirt, debris and pollutants away from the skin); a Tonic (to re-balance and tone) and eye treatments (The Eye Concentrate and The Eye Balm Intense).

The La Mer Menís Skin Essentials set contains portable, travel-size versions of a cleanser, tonic, moisturiser and eye product, plus La Merís popular Lip Balm, presented in a sleek, black case.