Its female equivalent has been a beauty favourite for many years, with many people hailing YSL’s Touche Eclat as its hero product. Now the company is launching the male equivalent in the form of Touche Eclat pour Homme.
The product is aimed directly at the male market, is unfragranced and housed in sleek silver packaging, to distinguish it from the female gold version. It will retail at £22.50 and will be sold exclusively at Selfridges initially.
This big launch for YSL comes hot on the heels of the industry’s recent “man-scara” and “guy-liner” launches which have embraced the male cosmetics market, worth an estimated £700 million. YSL says it wants to encourage men to “use cosmetics as a skin enhancer, rather than to create a full make-up look”.
Touche Eclat pour Homme will be launched at Selfridges this Saturday by Big Brother contestant Stuart Pilkington. He recently appeared on the Channel 4 show sporting mascara, eyeliner and nail varnish.
Speaking of the launch, David Walker-Smith, director of beauty at Selfridges, says: “Men have gone from stealing beauty products from their wives and girlfriends to stocking up on their own. They no longer consider them to decrease their male bravado.”