As we age the characteristics of youthfulness drain away from our skin with a visible loss in firmness, clarity and radiance Combine this with an enlargement of pores and a deepening of lines, the result is the development of an inherent dullness. This fact is scientifically supported by research highlighting a distinct tipping point once a man enters his 30’s.

To counter this age-old problem, and with summer in full flow and predicted temperatures set to be high – SK-II, the Procter & Gamble Beauty brand, launched in 1980 in Japan, often considered one of the most expensive beauty brands in the world, has introduced a new flagship product designed to counter the drying of one’s skin and ensure the vivacity remains.

SK-II’s first foray into the men’s skincare market, arrives in the form of a Facial Treatment Essence designed to, “transform the skin” using a selection of the finest ingredients on the market.

Facial Treatment Essence is designed to target five dimensions: texture, radiance, firmness, discoloration and wrinkle resilience, with a view to delivering brighter, firmer and more toned skin, within two weeks.

Results are everything within the competitive men’s grooming market and key to the success. Almost all SK-II products include naturally fermented PiteraTM which contains over 50 micro-ingredients. It was created to maintain a healthy skin barrier function in warm, dry weather to ensure the skin remains hydrated and feels firm.

PiteraTM

Combining over 90 per cent PiteraTM with notable refreshing ingredients the essence delivers a cool, calming and smooth finish and, when applied twice daily to the face and neck area, should deliver visible results from one day to the next, with a noticeable reduction in wrinkles achieved within 28 days.

Priced at £120 for 215ml from Harrods.com, it’s certainly placed in the upper-end of the men’s skin care market. We are yet to test the SK-II Facial Treatment Essence – but will report back with our findings when we have done so.