Men's 'natural' skincare brand Bulldog has become the latest male personal-care brand to launch a product in the sector - an anti-ageing moisturiser, which claims to deliver younger-looking skin within four weeks.
L'Oreal's Men Expert range, meanwhile, includes Vita Lift and Wrinkle De-Crease lines, Nivea for Men offers a wrinkle cream called DNAge Anti-Age Moisturiser and Clinique for Men has an Age Defense Hydrator line.
A spokeswoman for retailer Boots confirmed the number of anti-ageing skincare products on the market has grown significantly, reflecting the increasingly sophisticated needs of both women and men.
She added: 'Men are becoming powerful consumers in the cosmetics market and are now buying large volumes of anti-ageing creams.'
The UK anti-ageing market is worth about £187m, according to Mintel. However, this is expected to rise to about £321m by 2014, up from £98m in 2004.
Alexandra Richmond, senior beauty analyst at Mintel, said the anti-ageing trend is most developed within the skincare sector, in which there has been a sharp escalation in launches in recent years.
The growth in interest in such lines has been notable among younger consumers, who want to maintain a youthful look for as long as possible.
Richmond also noted that the latest Mintel report on men's toiletries showed just 3% of men in the UK use anti-ageing products on a regular basis.
However, she added that many older men tend to be extremely brand loyal, a potential boon for brands in such a competitive market.
.jpg)
.jpg)