Called Age Defence 3 in 1 Shaving Cream, the product has been three years in development and has been designed to tap into a key trend for no-fuss men’s grooming products by combining shaving cream with moisturiser and anti-ageing properties.
The male grooming market has traditionally been characterised by products deemed to be necessities, such as conventional shaving lines, soaps and hair care products – in contrast to the female sector where skin care, and anti ageing dominates.
Market researcher Datamonitor recently noted that concerns over signs of ageing are now also common among men but anti-ageing benefits are only present in a small number of male grooming products, meaning this category has huge potential.
The cream's three in one functionality aims to tap into demand for the anti-ageing trend as well as combining other essential functions into the same product, ultimately saving time and representing added value.
Men prefer to spend less time in the bathroom
To this end the company describes it as the ultimate in ‘multi-tasking’ men’s grooming products, clueing into the fact that men prefer to spend less time in the bathroom.
One of the biggest benefits of the formulation is the fact that it can be used without water thanks to the lubricating ingredients that it incorporates.
This means it can be used when traveling or on the go, while the cream can also be used to moisturise the whole face after the shave is completed.
Likewise, it has been formulated with a combination of natural ingredients that help to soothe the skin and prevent nicks, cuts and razor rash, while also incorporating a number of natural oils to allow the blade to cut through the stubble with greater ease.
No parabens, animal extracts or petroleum-based ingredients have been used in the formulation, which is also SLES free and not tested on animals.
Grape see oil extract
The most potent ingredient for this purpose is stearic acid, an extract of grape seed oil, which the company says is incorporated into the formula to lubricate the shaving process, as well as providing the function of gathering the cut hairs together to make the shaving process cleaner.
On top of providing a smooth shave, stearic acid also combines with marine extracts harvested in Antarctica to provide protective and anti-ageing properties after shaving, the company claims.
The grape seed oil acts to bolster and repair the hypodermis, helping to fill lines and wrinkles from the inside, while the marine extracts helps to provide protection against environmental damage as well as stimulating the skin’s fibroplast production to maintain elasticity.
The products is packaged in a 100ml airless pump dispenser that is said to provide around 60 shaves and is available through department and beauty retailers throughout Europe, and internationally through the company’s website.