L'Oreal is set to board the men's grooming bus with an anti-aging series called Men's Expert, a venture that is believed to be the mass market's first collection of anti-aging skin care products for men.

Rob Robillard, senior vice president of marketing for L'Oréal Paris, said, "Twenty percent of men use skin care today. Another one-third is the men who are on the cusp."

Summing up men's trends, he continued, "Half of the male population is either using or considering using skin care. So, it's a huge opportunity."

At least three of the eight L'Oréal Paris Men's Expert items address wrinkles, in addition to targeting specific age groups. 

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