It lists all the promises we are used to seeing, including the appearance of fine lines will be improved, the skin smoothened, face toned and skin revitalised.
One would presume that these are claims for an anti ageing product for women. Yet these are the claims of an anti-ageing cream for men.
The market intelligence company, Mintel, confirms that just 20 per cent of men adhere to a skincare routine.
Yet the cosmetics industry is desperate to further investigate anti-ageing products because it considers that the male grooming industry in respect to anti ageing products could be as big as the female anti ageing sector.
Matthew Malin, co-founder of skincare brand Malin and Goetz, whose Renewal Cream ($90) is a top seller confirms that men are becoming more and more bothered about signs of ageing. They do not wish to spend hundreds of pounds on creams; however, they are willing to spend £50 on specialist products which is novel, in contrast to several years ago.
The make up market for men has been expanding and the anti-ageing market for men looks like it is going to be huge, with data research company, Euromonitor, forecasting a growth of 18 per cent in the anti-ageing product market for men over the next two years within Europe.