The potential for cosmeceuticals in the U.S. has been lauded for years, especially considering the growing number of mature Baby Boomers seeking to recapture, if not improve upon, their youth. Until recently, however, most such products have ignored a little less than half of the population: namely, men.

Mintel's Global New Products Database (GNPD, Chicago) finds only four introductions bearing the term "cosmeceutical"? and targeting men, all of them launching in March 2005 under the Opus Est brand from Janssen Cosmeceuticals. A shampoo and gel has lipid balancers to prevent skin dryness; a gel-concentrate uses vitamins A, C and E for skin care, a purpose similar to the line's Energizing Hydro-Gel, formulated with minerals and vitamins. The other product in the line is a Soothing Balm that has an ingredient legend listing extract of butcherbroom, Centella asiatica, panthenol, allantoin, bisabolol, licorice, calendula, horse chestnut and vitamins C and E.

Set to join these male-oriented cosmeceuticals, Aqua Velva Ice Balm is an after shave with aquatic vitamins, minerals and antioxidants. The product, from Combe Inc., incorporates antioxidants extracted from aquatic blue spirulina using a mixed emulsion technology. This ingredient also is purported to contain carotenoids and essential fatty acids.