The launch tackles the specific skin care requirements of the male, as well as those of men's skin as it ages. Scientific evidence has shown that the physical make-up of men's skin is different to that of the female. On top of that men's skin also changes composition with age, thinning at the rate of 6 per cent every ten years.
Bearing this evidence in mind, the formulators at LifeLab decided to target a skin care range that takes into account the specific requirements of men.
The result is a range of skin care products that have been formulated with a variety of active ingredients that target these requirements.
The range, known as LifeLab 3040, 4050 and 5060, aims to tap into key trends within the industry, both for the rising market in Europe for men's grooming, as well as the rising demand for products specifically created for the ageing baby boomer generation.
Each of the three formulations is said to have a multi-purpose function, being both a shaving balm, an effective moisturizer and anti-ageing product as well as preventing greasy patches.
The company says that the active ingredients included in the formulations have a key preventative role in the ageing process, helping to slow down the wrinkling process associated with ageing.
More specifically, the formulations of the 4050 and 5060 products are said to have more of a focus on the anti-oxidative process, making them particularly effective against cellular aging.
So what's behind all of this claimed efficacy? LifeLab says it is Lifoxyl Complex - a patented complex of three active ingredients, that claims to make the formulation around four times more effective than other similar products on the market.
Currently the product is only available on the French retail market where it is priced at €65 for 50ml, placing it firmly in the premium category. It is also available on-line on an international basis.
The product line takes off where L'Oreal's Men's Expert line started. This was the first mass produced product line to target the specific requirements of men's skin at different ages. However, LifeLab's range targets the premium sector and also has more of a focus on older men.