As men catch up on women in pampering their skin, Sinnosuke Yamada looks at their lifestyles in creating products for short and simple routines.
He founded the Tokyo-based All I Want company, whose name reflects how men prefer the essentials, rather than an overload of products that women layer on their skin.
The All I Want men's skincare routine is based on Superstar Essences formulated with plant extracts to meet different lifestyle and skin concerns.
"Young men may be bothered by acne. Men who play outdoor sports tend to develop sunburn or pigmentation, while those working indoors can have dry skin from being in an air-conditioned room. Older executives then have to step up their skincare product to tackle visible signs of ageing," Yamada said.
While oily on the surface, men's skin can be dehydrated inside, requiring moisturisation from the Superstar Black serum-in-lotion. The Silver version differs as a brightening clear essence, while the Gold is a concentrated essence to address wrinkles and sagging skin.
Applied after cleansing, one or two drops of the essence is spread over the face using the palm of the hand to wake up the skin in the morning and at night.
Besides the essence, priced at 1,750 baht, the prestigious Japanese skincare range includes UV Cut sunscreen and After Cool Gel for no-fuss three-step grooming.
All I Want men's skincare collection is available at Zen@Central World, Central Westgate, Central Ramintra and www.central.co.th.
