MUS­CLE MEN Real men want a heavy duty per­former and Kiehl’s may just have the an­swer with the launch of Fa­cial Fuel “Heavy Lift­ing” Firm­ing, Lift­ing, Anti-Wrin­kle Mois­tur­izer for Men.

Harper’s Bazaar (Malaysia) - - The Zone -

You’ve heard it a mil­lion times over: Men are from Mars, and women from Venus. Best-sell­ing au­thor John Gray’s bril­liant trea­tise on how the sexes are po­lar op­po­sites has long been the sub­ject of many a rom-com but never be­fore has it been more ap­par­ent than now, with men tak­ing a big­ger in­ter­est in skin­care. Says Cam­mie Can­nella, Kiehl’s vice pres­i­dent of global ed­u­ca­tion and cus­tomer re­la­tions, “At Kiehl’s, we have been fo­cused on the needs of our male cus­tomers for decades – par­tic­u­larly since the in­tro­duc­tion in the 1970s of our White Ea­gle Shave Cream, a long­time favourite.”

No doubt men’s skin­care needs dif­fer from those of women and it’s only in the last decade or so that they have be­come more overt in their de­mands for spe­cialised skin­care. “Over the years,” says Can­nella, “we have gar­nered a rep­u­ta­tion for de­vel­op­ing prod­ucts for men that meet the unique needs of their skin. Even to­day, as men have be­come more so­phis­ti­cated in their skin­care rou­tines, in­creas­ingly de­mand­ing bet­ter re­sults from the prod­ucts they choose, they ap­pre­ci­ate the fact that there’s no hype around our prod­ucts. We cre­ate our for­mu­las for men first and fore­most to work, and ul­ti­mately to be both sim­ple to use as well as easy to in­cor­po­rate into a reg­i­men.”

One such prod­uct is the new Fa­cial Fuel “Heavy Lift­ing” Firm­ing, Lift­ing, Anti-Wrin­kle Mois­tur­izer for Men, a clin­i­cally-proven an­ti­age­ing treat­ment specif­i­cally for­mu­lated for men’s thicker, coarser skin. The star prod­uct has al­ready gar­nered a host of celebrity fans since its launch count­ing Olivia Palermo’s man, Jo­hannes Huebl, the Ger­man model and pho­tog­ra­pher known for his work with Cole Haan and Hugo Boss, as well as Avenger’s star Jeremy Ren­ner as new believ­ers. It’s ev­i­dent the skin­care brand is as ded­i­cated to the needs of men as to its die-hard fe­male fans hav­ing cre­ated a one-stop prod­uct that caters to men who, un­like women, will not use four to eight prod­ucts in their daily skin­care rou­tine. Men are re­sult-ori­ented crea­tures in that they want easy-to-use, multi-task­ing prod­ucts that de­liver tan­gi­ble, vis­i­ble re­sults.

Let’s face facts. Men’s skin is also essen­tially dif­fer­ent from women’s. “At Kiehl’s, we have long recog­nised that men’s skin is dif­fer­ent than women’s skin in sev­eral im­por­tant ways,” states Dr. An­ge­like Galdi, Kiehl’s head chemist and AVP of re­search and in­no­va­tion. “A man’s skin is not only thicker, but tends to be oilier. And, men tend to sub­ject their faces, in par­tic­u­lar, to more dam­ag­ing forces, be it shav­ing, over­ex­po­sure to UV or a sim­ply more rugged life­style. To as­sure op­ti­mal ef­fi­cacy in an anti-age­ing for­mula, we needed to for­mu­late this prod­uct with th­ese male-spe­cific fac­tors in mind.” Be­cause men’s skin has 25 per­cent more col­la­gen, this thick­ness im­pacts the way it ages – more slowly at first, but dis­play­ing deeper and more pro­nounced wrin­kles later. It also im­pacts how ef­fec­tive an anti-age­ing mois­turiser can be. Of course, as men’s skin is prone to more dam­age from UV rays, en­vi­ron­men­tal pol­lu­tants, and daily shav­ing, they need a prod­uct that can work on wrin­kles while de­creas­ing in­flam­ma­tion and free rad­i­cals on the skin. As such, this baby is power-packed with caf­feine, best for de­creas­ing puffi­ness, and vitamin C, a great an­tiox­i­dant for youth­ful, healthier-look­ing skin.

Fa­cial Fuel “Heavy Lift­ing” Mois­tur­izer is a dual-ac­tion anti-age­ing for­mula to bat­tle the hands of time.

Kiehl’s Fa­cial Fuel “Heavy Lift­ing” Firm­ing, Lift­ing, Anti-Wrin­kle Mois­tur­izer for Men, RM140 ( 50ml)

Jeremy Ren­ner is a fan

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