More Choices in Men’s Skin Care

<b>More Choices in Men’s Skin Care</b>“></td>
<p>(<a href=NewsUSA) – Open a medicine cabinet and there’s a good chance that it will be stocked with anti-aging creams, cleansing balms and toning gels for men.

Just a few years ago, men had little choice but to sneak a dab of their wives’ or girlfriends’ cleanser or moisturizer. But today, companies are responding to men’s interests and needs by developing lines of skin care expressly for them. Statistics reveal that men in the U.S. spend more than $4 billion a year on grooming products.

One newcomer to the U.S. market is the Isseo Homme skin care line for men, available from California-based BioPharmetics Inc. The company’s high-end anti-aging products are marketed to baby boomers.

While some men still may be tempted to use whatever is in the medicine cabinet, men’s skin and women’s skin are actually different, according to the company.

“The Isseo Homme products have been developed specifically for men and their particular makeup,” said Jeff Alford, the company’s director of marketing. “Because the modern man understands the importance of taking care of himself, he will find in Isseo Homme a range that meets his requirements.”

A man’s skin is approximately 20 percent thicker than a woman’s, and is typically firmer because it’s richer in collagen and elastin. However, because of more active sebaceous glands, men’s skin tends to be oilier. Men’s skin is also more prone to dehydration because of regular shaving.

The Isseo line runs the gamut from cleansing and purifying to moisturizing to anti-aging. Isseo’s toning gel, for example, helps to “fade signs of fatigue and tighten the skin,” while the anti-aging concentrate promises to diminish the signs of aging and restore skin tone and elasticity. There is also an eye contour gel for wrinkles, dark circles and puffiness around the eyes.

Since 2000, Isseo has been a top-selling men’s line in France, where it was primarily sold in spas. U.S. consumers can purchase Isseo products through