For the everyman: Re:erth develops ‘baby step’ serum to lower hurdles for male skin care consumers

By Amanda Lim

- Last updated on GMT

Omni Skin was developed to lower the hurdles to skin care adoption for men. [Re:erth]
Omni Skin was developed to lower the hurdles to skin care adoption for men. [Re:erth]

Related tags Skin care men's beauty Skin health

Singapore-based skin care brand Re:erth has debuted a new serum targeted at men which CEO Shinji Yamasaki believes lowers the barrier for them to start taking care of their skin.

After over four years in development, the company best known for its Multitargeted Elixir, launched the Omni Serum at the end of April.

Speaking to CosmeticsDesign-Asia​, Yamasaki explained that one of the challenges in developing this product was figuring out exactly what men wanted.

“Skin care for men is not actually address the needs of guys per se. Within the market, a lot of brands that say they are male orientated are selling the same way they would to a female,” he said.

“The exposure men generally have towards skin care is different. Their relatability to doing something for their skin is on a totally different level to women. But it’s not that they don’t want to, it’s more an issue of not knowing where to start.”

Furthermore, men often cannot correctly identify their skin type and concerns, he added.

“When you get down to it and ask them what their skin care concerns are, it really boils down to that they want to look good. It’s not anything specific – they won’t even know what crow’s feet are.”

Yamasaki’s observations on the skin care market have led him to conclude that the barrier to start using skin care is still too high for most men.

“In the market, you’ll see these sets and routines for dry, oily skin and so forth. But the majority of guys don’t even use one product and all of a sudden, you’re telling them to buy five and spend 15 to 20 minutes a day on a skin care routine? That hurdle is way too high.”

Yamasaki concluded: “At the core, we needed to create a baby step. It needed to be a product that would literally take seconds with no special application process.”

In the end, what the company needed to create was almost the same as its best-selling Multi-Targeted Elixir, which was developed to be a one-and-done product the busy modern woman could easily adopt to their beauty routine

“The final product that we came up with was actually very, very similar to the Multi-Targeted Elixir, but we came from very different starting points,” said Yamasaki.

The Omni Serum contains the company’s signature ingredients, Japanese spring turmeric and Japanese white turmeric. Additionally, it utilises the same patented dermal delivery system, LIPODISQ, that ensures that the product absorbs within seconds and does not leave any residue on the skin.

However, because men often do not take care of their skin as well as women do and are more exposed to abrasive actions such as shaving, the company needed something more to make it more relevant for men.

“Men don’t take as good care of their skin as women. One of the things is that men don’t usually use is sunscreen. And that’s one of the things about Tasmanian seaweed extract is that it has excellent UV exposure,” ​explained Yamasaki.

According to the company, this seaweed extract stimulates immunity and protection from pathogens by up to 387%, as discovered in a human clinical study.

It has been shown to reduce wrinkle depth by 9.5% and increase skin elasticity by 17% to give an even, supple complexion.

At the same time, it helps prevent further damage to the skin from external stressors by defending against free radical-producing enzymes.

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