L'Oreal Paris Introduces the First Men's Anti-Aging Line at Mass

Men's Expert to Hit Shelves Nationwide in April 2005

Mar 08, 2005, 00:00 ET from L'Oreal

    NEW YORK, March 8 /PRNewswire/ -- L'Oreal Paris Dermo-Expertise, the
 leader in technology-driven skin care treatments, announced today their April
 2005 launch of the first comprehensive men's anti-aging line to hit mass
 market retailers nationwide. The announcement was made by president and
 general manager Carol Hamilton.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20050308/NYTU056 )
     The L'Oreal Paris men's line, appropriately named Men's Expert, is a
 comprehensive line of men's skin care products designed to address the needs
 of each man's skin as he ages.  With eight different products that each
 incorporate customized technology to meet the unique needs of men's skin, men
 of all ages can treat and care for their skin with sophisticated and advanced
 products that are conveniently sold and priced.
     Hamilton stated, "Men's Expert is a comprehensive male-focused line from
 the state-of-the art L'Oreal labs.  It's not just about after-shave balm, it's
 about total skin care. This is truly a new generation of skin care designed
 specifically for men."
     "Men suffer from the same skin care issues as women: oiliness, clogged
 pores, dry, rough skin and wrinkles and sagging, and these conditions tend to
 affect them on the same time scale as women," says Dr. Lydia Evans, consulting
 dermatologist for L'Oreal Paris.  "However, the needs of men's skin differ
 from women's, so L'Oreal used extensive research and technology to design a
 skin care line for men's unique skin physiology.  Unlike women, men have
 thicker and oilier skin, more prominent pores, and their faces truly suffer
 from regular shaving."
     L'Oreal Paris brings the men's expert collection to market with one
 objective in mind: bringing the best in research and cutting-edge technology
 to men's skin.  The key result in the line is the L'Oreal technological
 breakthrough Active Defense System(TM) (ADS), which is a powerful combination
 of active ingredients that increases the skin's resiliency and helps it
 withstand daily assaults.
     Applying L'Oreal Paris Dermo-Expertise's long history as the leader in
 anti-aging treatments, Men's Expert also incorporates L'Oreal's patented,
 anti-aging treatments.  Powerful ingredients like Boswelox(TM) and
 Pro-Retinol(TM) deliver line-minimizing benefits.
     The men's expert Solutions:
     Age Group        men's expert Solution    Description and Key Ingredients
     All ages         Power Clean              Anti-dullness face wash with
     All ages         Power Buff               Anti-roughness exfoliator with
                                               Aluminum Oxide Crystals
     All ages         Circle Eraser            Anti-dark circle and puffiness
                                               eye moisturizer with Vitamin C
                                               and caffeine
     All ages         Comfort Max              Anti-irritation SPF 15 after
                                               shave balm with Vitamin E and
     15 - 25          Oil Controller           Anti-shine moisturizer with
                                               minerals, Vitamin E and
     25 - 35          Hydra-Power              Anti-fatigue moisturizer with
                                               Vitamin C and Caffeine
     35 - 45          Stop Lines               Anti-wrinkle SPF 15 moisturizing
                                               lotion with Boswelox(TM)
     Age 45+          Vita Lift                Anti-wrinkle and firming
                                               moisturizer with Pro-Retinol(TM)
     Men's Expert will be available in April 2004 at chain drug, food and mass
 market retailers nationwide.  Suggested retail prices range from $6.99 to