Horace eye cream for men is refillable with reusable metal applicator
06 Dec 2023 --- Horace creates an eye cream with a metal tip applicator that is reusable and refillable. The skin care brand for men says its products are “created by men for men,” including its new Moisturizing Eye Contour.
The company says its formula is silicone-free, unscented and made from 98.8% natural ingredients, such as caffeine, aloe vera and hyaluronic acid.
Data from global market researcher Innova Market Insights suggests personal care product launches for men increased globally, featuring a 3% year-over-year growth when comparing 2021 and 2022 launches.
Horace tells Personal Care Insights, “The offer of specific products for men still remains limited… Generally speaking, men’s skin is different and generally thicker than women’s. Horace formulas take this into account, even if they are intended for all types of skin types and complexions.”
Horace sees consumer satisfaction
In a survey of 33 volunteers who used the products twice daily for 28 days, 100% felt the eye contour area was more moisturized. Ninety-seven percent of participants found that signs of fatigue were diminished, and the product delivered an immediate sensation of freshness.
Men’s skin care company Horace reveals a reusable eye cream with a metal tip applicator.
Out of 28 survey participants, 96% found less puffiness was visible. Meanwhile, out of 31 participants, 93.5% saw their dark circles were attenuated.
“Our Moisturizing Eye Cream moisturizes and smoothes the eye contour area. Daily use visibly reduces dark circles and diminishes puffiness. The reusable metal applicator immediately refreshes and decongests the eye area. You’ll look energized and radiate with a healthy glow,” says the company.
Product packaging
The eye cream is packaged in Cosmogen’s Tense Tube. The patented packaging is available in post-consumer recycled plastic with a removable ceramic or metal applicator that can be reused on a refill.
The metal applicator can be textured and personalized for a sensory signature.
All of Cosmogen’s innovations comply with the mantra of reduce, reuse and recycle, which means packs and applicators can be dismantled, recycled and refillable.
Horace and Cosmogen won the Eco-designed Packaging award by Cosmetique Mag Silver in 2023.
More men using cosmetics
According to Ying Yang, SVP and director of business development at Rosenthal Trade Capital, the beauty sector has seen more male consumers over the last few years. The trend is likely to continue, with the global male grooming market expected to reach US$100 billion by 2030. 
Space in the personal care sector for men is continuing to grow as demand increases.
“Some theorize that this uptick can be attributed to the rise in highly targeted social selling that can reach a much bigger population of male consumers,” she remarks. “Social marketing and selling, along with the more intimate experiences of browsing and buying beauty products online, have presented many appealing opportunities for male consumers to enter the market and invest in self-care routines for the first time.”
Last year, Innova Market Insights reported the top category of global personal care launches tracked with “targeting men” was Fragrances (39%). Skin Care was at 15%, followed by Hand, Bath & Shower at 14% and Deodorants at 13%.
Additionally, research published in the International Journal of Research Publication and Reviews revealed a shift in men’s perception of personal care, with skin health and appearance gaining priority.
By Sabine Waldeck
