Timing is everything. Two converging trends signal a change is in the air. First, 78.2 million baby boomers are waking up in their 50’s and 60’s, looking in the mirror and saying, “What happened?” Second, in each following generation, gender stereotypes continue to progressively blur making it more acceptable for men to use skin care products and even men’s cosmetics. While still ahead of the curve, OM4’s commitment to the men’s skin care market is clearly demonstrated in the sizable launch of 23 skin type-specific products for men. “We wanted to design the first comprehensive men’s line equivalent in scope to any of the major women’s product lines, but for men” said Bruggeman, “Men have different skin types which require more than a one-size-fits-
The OM4 brand reflects the company’s deep commitment to a simple set of 4 principles.
(1) Bring the company’s core belief to life – the science of skin care exists within nature and requires minimal human intervention – develop effective products using natural and whenever possible food grade organic or biodynamic ingredients that literally feed and nourish the skin.
(2) Keep it simple – 4 color-coded skin types, and 4 easy steps.
(3) Ensure it is fast and effective – takes less than 4 minutes to complete.
(4) Design it to address gender specific issues faced by men only.
Why 4 steps and not three or two? “Striking a balance between simplicity and efficacy was paramount,” said Bruggeman. He went on to say, “We could not in good conscience cave in and develop a streamlined system that would ultimately not be effective. Our legitimate interest is in skin nutrition, and prolonging and minimizing the inevitable signs of aging.” At the time of the decision, a market study of 10,600 natural and organic skin care customers revealed that 44% of the 1,027 respondents would use a 4 step system if the product was fast and effective, 18 % were unsure. “If through education 62% could be converted to using a 4-step system, we would have a chance at changing the way men view skin care, world-wide” said Bruggeman.
Do men really need different products than women? Men and women’s skin differ in several significant ways.
Key Difference 1: Men’s skin is oiler than women’s skin due to the production of testosterone. As testosterone levels decrease over time, the difference in oil production between men and women lessens, as men naturally transition to drier/mature skin in their late 40’s and early 50’s.
Key Difference 2: Despite male skin being oilier, men in fact have smaller sebaceous glands than women. Since absorption occurs primarily through the sebaceous glands, differing rates of permeation must be factored into product formulation and in which medium to precisely suspend each bionutrient.
Key Difference 3: Men’s skin is 20%-30% thicker than women’s skin. Therefore, male skin, in general, tends to be more age-defiant than female skin. A key challenge is to ensure proper skin nutrition due to slower rates of absorption.
Key Difference 4: Higher oil production gives rise to a series of male skin conditions which must also be addressed in product formulation. Blemishes, acne, large pores and ingrown hair require advanced formulation. In our case, targeted ingredients are incorporated to build “preventive maintenance”
Key Difference 5: Male skin is more sensitive than female skin for several reasons:
• Historically, men’s skin has been more exposed to the damaging effects of the environment.
• Daily shaving weakens the acid mantel, the hydrolipidic film, negatively impacting lubrication and skin's natural protective system must be restored.
• Shaving can cause, cuts, nicks, razor burn and/or PFB (Pseudofolliculitis Barbae) or razor bumps.
OM4 selects specific actives which calm, soothe and reestablish the skin's natural pH depending on the skin type. After shaves contain antibacterial and regenerative botanicals which immediately help heal nicks and cuts which may have occurred during shaving.
No gimmicks just darn good skin care. What you will not see in OM4 marketing are catchy sports metaphors, macho product names or marketing techniques which depart from the simplicity of the line and the OM4 brand : 4 PRODUCTS | 4 STEPS | 4 MINUTES | 4 MEN “We believe men are smarter than that," said Bruggeman, "We are straight forward and what you see is what you get – pure, effective, organic skin care for men.” The organics and natural skin care segment has been justifiably plagued by consumer distrust as a result of unsubstantiated and misleading claims over the past few years. Organic Male believes in complete ingredient disclosure on every package. OM4 benchmarks against Whole Foods Premium Standards, one of the most respected safe ingredient lists in the country. “I am a firm believer in organic skin health and nutrition,” Bruggeman said, “and that is what you get with OM4.”
Bruggeman, who grew up on an organic dairy farm in central Wisconsin, maintains a deep respect for the natural world and has developed a company where all employees buy in to the legacy…select vitamin and mineral-rich certified organic and biodynamic ingredients, whenever possible and sustainably transition them into healthy skin food for men, in harmony with the environment. For more information about Organic Male, please visit www.OM4Men.com.
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Organic Male OM4 is an organic men’s skin care system, designed exclusively for male skin. Four skin types – sensitive, normal, oily and dry, are the basis of the 16 core products in four collections.
4 PRODUCTS | 4 STEPS | 4 MINUTES | 4 MEN