The range, according to the brand, is “addressing the demand for potent formulations at a pleasing price point”, suggesting the skin care player is confident that with the right combination of these elements, men will be interested in the anti-ageing category.
“Men are increasingly becoming aware of the impact of external aggressors on their skin, so we developed this range specifically for those who want to prevent premature skin ageing,” explains Simon Duffy, founder.
“For the first time ever, we’ve included a serum within the range, which is a sophisticated formulation that gives your skincare routine an extra boost of antioxidants.”
Something for the men
A focus on anti-ageing within male grooming has been growing recently.
A recent article in the Independent, a UK newspaper, suggests: “the men’s grooming industry is booming and anti-ageing products make up a significant portion of the market, from moisturisers that target wrinkles, to skin-strengthening serums.”
It goes on to list its top 10 recommendations for products, featuring items from brands such as Kiehl’s, Clinique and Burberry.
Aiming for everyone
According to Bulldog, the range aims to attract consumers of a wide-reaching age range, with the brand keen to plug the skin care routine at consumers looking to preserve skin at a more youthful stage.
“This range is not only for the slightly older male but also the savvy skincare consumer who wants to prevent skin ageing too,” confirms Duffy.
It’s an approach that may prove necessary. Recently, Euromonitor International, a market research firm, noted the importance of catering to a more wide-reaching understand of aging and anti-ageing.
“As global attitudes on youth, middle-age and the elderly have altered, the traditionally-perceived boundaries of age-appropriate lifestyles, behaviours and preferences are blurring, making it more difficult for marketers to stereotype consumers along the lines of age alone,” the firm said in a recent report.