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t’s one of modern man’s biggest questions: are expensive, premium grooming products really worth the money? Or do £4 shaving creams manage the same job for a fraction of the price? Those of a cynical nature will argue premium price tags represent style over substance, products which are simply the result of fancy packaging, designer names and exorbitant advertising budgets. They’d have a point, to an extent. Yet there’s another side to the argument. Many premium products are priced because of their premium ingredients and technology. The Lab Series MAX-LS anti-ageing range, for example, took years to develop and uses technology based around sirtuins - the body’s own longevity genes. “It’s the first time we have used sirtuin-inspired research in a product specifically for men and uses technology that helps keep skin looking younger, longer,” says Richard
Bulldog Original Mosturiser Fast becoming British men’s favourite mass-market skincare brand, Bulldog produce high-quality, performancedriven products with an ethical edge. This superb daily moisturiser, for example, is worth buying for what it doesn’t have – parabens, synthetic fragrance, artificial colours and other assorted chemical nasties – as much as for what it does, which uncludes skin-saving vitamins, green tea, algae and eight essential oils. £6.99 for 100ml from meetthebulldog.com.
Sawyer, international education director for Lab Series Skincare for Men. It’s also technology that doesn’t come cheap. What you pay for when you buy the £41 Max-LS Overnight Renewal Serum is the men in white coats who toil for hours in laboratories to formulate it. Other products may seem expensive on the face of it, but once you discover their multi-functional properties they could become worth the additional expenditure. Others – particularly niche fragrances – are simply more expensive because fewer of them are available, making them more exclusive. So, here are a few premium products worth their weight in gold and, just to prove we’re not snobs about skin care, a few brilliant bargain buys, too.
Sudocrem Antiseptic Healing Cream It might deal with nappy rash, but this inexpensive little wonder cream is the perfect all-rounder. Great for treating eczema and acne as well as calming sunburned skin, it is also good for getting rid of rough skin caused by manual work or weightlifting. And since it helps heal small surface wounds you can also apply it to razor cuts. Xbox fans will also be delighted to learn it’s a recognised treatment for pressure sores. £2.69 for 125g from boots.com.
4711 Created in the 18th century, fragrances don’t come more old school than this superbly fresh blend of citrus fruits and herbs. Don’t be fooled by the price – it’s a timeless classic and perfect for work or after the gym. £11.49 for 50ml eau de cologne from boots.com
Budget, but brilliant www.alphafitmagazine.co.uk 13