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SA male skin care range launches at Edgars

14 Jun 2013

Michael Mikiala Men is a South African skin care brand launched specifically for the skin care needs of African men in 2010 with one range of four products. It will now launch at select Edgars stores across the country with four different ranges, consisting of twelve different products.

'Own Your Skin' is the brand's campaign for its launch. It showcases a variety of skin types, encouraging men to take ownership of their skin no matter what their age, shade or skin type, suggesting that there is a product for all of them. The ranges consist of a Pure range, a Sensitive range, an Intensive Razor Bumps range and an Intensive Pigmentation range.

Its pre-launch campaign consists of a variety of lifestyle talking points presented both visually and as physical touch points with consumers.