The new measure of a man

Moisturising the skin is as macho as shaving for men, who have become more familiar with using "for-men" products developed by many cosmetic brands to serve their specific needs.

After offering women's skincare for over three decades, SK-II introduced its men's range to the South Korean market last October.

Now available in Thailand, the SK-II Men line comes with the campaign, "Skin is the new measure of a man", to the point that it's an indicator of success, in efficiently balancing career with self-care, which includes personal grooming.

According to SK-II Men user and celebrated actor, Nawat "Pong" Kulratanarak: "In addition to maintaining good health, it's important for men to take good care of their skin, and that shows how disciplined they are in self-grooming even though they have busy schedules."

Making it quick and simple, the skincare routine involves using a cleanser, a treatment essence and an anti-ageing moisturiser _ with these products containing the signature ingredient, Pitera, a liquid derived from a yeast fermentation process.

The anti-ageing ingredient was developed after scientists noticed the youthful-looking hands of elderly workers at a sake brewery in Japan. It was then bottled into Facial Treatment Essence, the so-called Miracle Water, later claimed to help improve five factors that contribute to clear and vibrant skin.

Like the original formula, SK-II Men Facial Treatment Essence contains over 90% of Pitera. To make it more appealing to male users, an additional ingredient was added to deliver a cool sensation upon patting the light lotion on to the skin. This refreshing feel also comes when washing the face with the Moisturizing Cleanser as it contains menthol and a ginjo scent.

Deep cleansing is important for removing dust and sebum that build up on the skin's surface while clogging pores. This slows down the skin renewal process, leading to dullness, uneven tone, spots, fine lines and wrinkles.

The manly skincare routine rounds off with applying Age Revitalize Moisturizer, containing Pitera and a skin-firming complex of oat and pea essences, to tackle multiple skin concerns.

If men religiously follow this routine twice a day, SK-II promises a skin transformation within two weeks.