New skincare line targets the elements-abused skin of active men
Surfersvillage Global Surf News, 27 July, 2017 - The Liquid Skin Care (Lqd®) range of prestige men’s skincare products launched earlier this year both in Australia and internationally. The company is looking to be a player in the massive $US33 billion men’s grooming category. U.S launched and available products include – Shave, Wash, Scrub, Calm, Blemish Control, Hydrate and Eye Restore.
Lqd initially launched on-line in 2012, with awareness quickly spreading via social media. The brand’s global distribution is now growing through strategically selected retail partnerships, both in Australia and abroad.
Melbourne-based founders and life partners Anthony McDonough and Chris Glebatsas grew up playing sports in a beach town in Australia, McDonough noticed his skin had premature aging. He originally trained as an organic chemist, and applied a no-nonsense practicality to Lqd’s innovative product line-up.
“If you’re anything like me, you’re active.” he says, “I train continuously, and have done for more than 30 years. When you train hard you shower often, so you need products to remove the sweat and grime of life that aren’t too harsh, with the ability to replenish the balance of oils in your skin. I searched the world to find products that lived up to this and after 20 years of not finding what I needed, I created Lqd to fill that void.”
Their messaging and marketing of the brand via Facebook and social media immediately resonated with the male consumer and Lqd gained a glowing reputation for its efficacy and effectiveness.
Products are designed to deliver results: to cleanse, moisturize, soothe, brighten and hydrate ageing skin. These benefits naturally extend to all male customers who care about how they look, and Lqd has now built a loyal following across the fitness-focussed community.
One of the most successful items in the line, is the one that kicked it all off is Shave. Lqd introduced its flagship shaving solution, shave and calm earlier this year.
Unable to find the perfect products for themselves, Lqd’s founders took a new approach, starting by taking out the irritants commonly found in most other skin care products.
“Many men think it’s their razor leaving them red with ‘razor rash,’ but it’s more often the products that they use,” says Anthony McDonough, creator of Lqd Skincare for Men.
Shave is a non-irritant, non-foaming shaving cream that contains aloe vera as its primary active ingredient, as well as known anti-irritants
and is designed to calm and prepare the skin before shaving while Calm is a fast-acting, soothing moisturizer that offers a breakthrough solution to help alleviate, tightness, tingling, redness and irritation.
“Most men aren’t aware that shaving foams are designed to work by irritating their skin to raise hair follicles to produce a closer shaving experience. However this causes considerable trauma to the skin”, added Anthony.
“Shave and Calm are the ultimate shaving solutions for men who want to look and feel the best they can. Our unique formula is rich in antioxidants to repair and rejuvenate the skin, which is perfect for after shaving or after laser care”.