Called Titan, the new line comes in 30, 50 and 75ml airless recepticles that have been designed for a range of male personal care formulations, including soothing balms, cleansing gels, after-shave solutions, face care, body care and wrinkle treatments.
The company says that as well as needing to provide a more masculine aesthetic to the design of the packaging, it has also had to consider the different formulations that men's grooming products incorporate.
Because male skin is biologically different to that of the female, skin care products are quite different in their composition, and indeed, the type of products that are offered.
Although wrinkling is not such a problem for male skin, issues relating to shaving rashes and associated blotchy skin mean that many men's skin care products have to incorporate a higher level of active ingredients than skin care formulations for women.
Bearing this in mind, packaging has to be designed around this consideration, in particular with the aim of optimising the efficacy of the formulation by providing packaging that contributes to the preservation of the product's contents.
Airless Systems claims that because of Titan's new piston pack, air is prevented from entering the formulations within the packaging, preventing oxidation and damage from sunlight.
Added to this the company said that the incorporation of the Evolution pump means that the packaging dispenses highly viscous emulsions of up to 60,000cps, making it ideal for even the most complex of male skin care formulations.
Furthermore the packaging has also been designed around the demands of personal care manufacturers, with the pump, collar and cap delivered ready-assembled to ensure the strict air-tightness protocols.
This forms the upper sub-assembly, which has been designed to be easily snapped together with the lower sub-assembly, comprising the body, piston and base. The company says that once the lower sub-assembly has been filled it is then easy to snap it together with the upper-assembly.
Likewise, the packaging can be designed to incorporate a number of finishes, including custom moulded colours, barrel and cap silk screening, hot stamping, heat image transferring and metallization.
Airless System's move could prove a wise one, tapping into a market that appears to have significant potential for long-term growth.
This is because the market for men's toiletries and fragrances is forecast to continue to grow at a steady rate over the next 5 years, led mainly by new product development.
According to Datamonitor, the European male personal care market - including skin care, personal hygiene, hair care and fragrance products - is expected to rise 18.2 per cent to €24 billion by 2008.