The L'Oreal Paris men's line, appropriately named Men's Expert, is a comprehensive line of men's skin care products designed to address the needs of each man's skin as he ages. With eight different products that each incorporate customized technology to meet the unique needs of men's skin, men of all ages can treat and care for their skin with sophisticated and advanced products that are conveniently sold and priced
March 10, 2005 : L'Oreal Paris Dermo-Expertise, the leader in technology-driven skin care treatments.
April 2005 : Has announced launch of the first comprehensive men's anti-aging line to hit mass market retailers nationwide across America. The announcement is significant as mens cosmetics has been a small niche market until now and L’Oreal’s lead could precipitate a general change of perception towards mens cosmetics.