SK-II, a brand that, while associated with women’s skincare, has clearly staked out a claim for the men’s market. They’ve roped in Asian ladykiller Godfrey Gao as the SK-II MEN brand ambassador, a perfect choice for helping men see the epidermal light.

I know, a skincare product that claims it's ‘miracle water’; haven’t they heard that our version of miracle water is single malt on a Friday night? Don’t they know that the only miracle we want from our skincare products is to look good enough for that board meeting after a big night out?
 
But fair enough for making us men realise that, indeed, skin is the largest organ in the human body; that it’s vital for all kinds of health functions and not simply the aesthetic. That healthy skin is the new defined bicep. That men (get ready for the staggering truth), spent more on grooming than women for the first time in 2011. Sorry guys, a health membership just won't cut it anymore—make way for your grooming budget.
 
Prepare yourself for another form of bromance: SK-II, a brand that, while associated with women’s skincare, has clearly staked out a claim for the men’s market. They’ve roped in Asian ladykiller Godfrey Gao as the SK-II MEN brand ambassador, a perfect choice for helping men see the epidermal light. “Me, I used to just use soap and water and my friends were like ‘Dude, you gotta take care of your face’. So yeah, now I understand the necessity and SK-II is great for that,” Gao stated to Esquire last week in a deeper-than-skin surface conversation (see video clips below).

 

 

As if to woo us into a regular grooming regime, the SK-II MEN line-up is surprisingly simple—composed of the SK-II MEN Moisturizing Cleanser, Facial Treatment Essence and Age Revitalize Moisturizer. Just the basics for now but we’re pretty sure these won’t be the only products in the male portfolio in time to come.
 
So this ‘miracle’ ingredient that SK-II MEN has proudly included in each of their products is Pitera™— a natural fluid discovered accidentally at (guys, listen to this) a sake brewery 35 years ago when SK-II scientists noticed how the elderly sake brewers had smooth and youthful hands, from their constant contact with the yeast during the fermentation process. They later found that Pitera™ is rich with special nutrients that work to activate skin cell renewal among other benefits to the skin. Should we be concerned about such scientists and a possible hand-fetish? That’s another story…
 
Now did I mention that men’s ‘miracle water’ has components akin to single malt beer? Perhaps there is really some truth to it, but if I were you, I wouldn’t be splashing on Carlsberg as an aftershave just yet, no matter how tempting it may sound.
 
Ready to give it a shot? The SK-II MEN range will be available in Malaysia and Singapore starting this August.
 
Here are 2 clips from my interview with Godfrey as he shares some personal style and grooming tips.