Woolies launches men's skin care range

In keeping with its ‘good beauty' principles, Woolworths ensures the ingredients have been carefully selected for their beneficial properties and has been thoroughly researched to ensure it contains no potentially damaging ingredients. The company guarantees no harsh chemicals or mineral oils have been used and only ingredients with a proven record of safety, as assessed by qualified international toxicologists and accredited testing laboratories, have been used. Like all Woolworths own-label skin care and cosmetics, the men's range is endorsed by Beauty Without Cruelty.

Said to be specifically formulated for men's skin, there are products to meet virtually every man's skin care need, from a marine mineral wash to a pollutant protective cream.

The products fall into three categories:

• Clean: Marine Mineral Wash - R75.00; Deep Cleansing 3 in 1 scrub - R79.95; Hair & Body Shampoo - R65.00; Facial Soap - R49.95.
  
• Shave: Skin Conditioning Shaving Cream - R69.95; Before and After Shaving Oil - R99.95.
  
• Defend: Anti-ageing Cream - R160.00; Skin Firming Eye Serum - R69.95; Head to Toe Suncream (SPF 30) - R165.00.

There is also a starter kit containing 30 ml each marine mineral facial wash, skin conditioning shave cream, anti-ageing day cream and hair and body shampoo, which retails for R99.95.

Says Cobus Hechter, who heads up beauty at Woolworths, “Innovation has long been one of the cornerstones of Woolworths, and we are very pleased to be able to offer South African men a truly innovative range of skin care products that have been specially formulated to meet their needs. Our technologists have worked hand-in-hand with our suppliers in formulating our products using some of the most advanced ingredients available anywhere. Like our other own-label cosmetics and skin care ranges, these products have been benchmarked against the world's best.”

Woolworth's private label men's skin care range is available at more than 70 brand stores countrywide.