Amway’s new 5-step skin care system encompasses the whole grooming routine. There is a product to cleanse, a pre-shave foam and a post-shave toner, a serum concentrate and facial moisturizer as well.
He’s got issues
With insights gleaned from the brand's own F.A.C.E.S. proprietary diagnostic system, researchers identified three substantial skin challenges that men have.
- Higher testosterone levels trigger more sebum production, which creates more oil and shine.
- Despite this increase in oil production, men's skin tends to be drier on the surface due to lower levels of Natural Moisture Factor (NMF).
- Shaving disrupts the skin's barrier function promoting dryness through moisture loss.
The F.A.C.E.S. system is essentially a catalog of skin data the company has put together based on the images of thousands of people’s faces.
Wants and needs
The collection tackles oil control and hydration. And it is being marketed to consumers coveting youthful, healthy looking skin.
Where specialized brands are tailoring skin care for consumers of a particular age bracket or ethic background, Amway has taken a one-size-fits-all approach: “Artistry scientists' findings and expertise led to this customized collection [designed to help]…reveal healthier, younger-looking skin in men of all ages and ethnicities,” according to a media release from the company.
Sex appeal
“It's formulated to perform with technology specialized to a man's skin and a signature packaging aesthetic that speaks to his strength and style," says Maud Pansing, the company’s vice president of global beauty.
Men are increasingly more likely to use skin care to slow the signs of aging, particularly professional men, reported Cosmetics Design last month.
Reflecting on this trend, AnthonySosnick, CEO of Anthony Brands, told Cosmetics Design, “there is more competition at the workplace and jobs are going to younger guys as a result. Anti-aging products that solve some of these concerns and issues are becoming more and more commonplace with men.”
The Artistry product line doesn’t shout ‘anti-aging,’ but is certainly being marketed with messaging that evokes the category.