The Next Skincare Evolution of LAB Series | Men's Skincare 2021

After 30 years as a pioneer in men’s skincare, industry-leading LAB SERIES has become synonymous with science-backed, high performance skincare designed specifically for men’s skin physiology. And now, the iconic brand is evolving.

I last wrote about Lab Series 3 years ago and if you want to read that article you'll find some notable differences in the packaging. The emittance of orange and a slight rearrangement of the text with LAB being smaller and left aligned over the SERIES. More than half of packaging by weight will be recyclable, refillable, reusable, recycled or recoverable with the goal to reach 75% by 2025. In addition to that more than half of the new packaging contains a minimum of 20% recycled content.

All the brand packaging has been redesigned with clear product benefits and ingredients callouts on pack. Six new product series targeted to the most common male skincare concerns are colour coded based on the benefits of the products for instant recognition: Daily Rescue, All-in-One, Oil Control, Anti-aging MAX LS, Grooming, and Instant Fix. A new, sleeker logo ties it all together.

REIMAGINING HOW MEN SHOP FOR SKINCARE

To coincide with the new look, LAB SERIES is launching a new website, which is more functional, optimised for mobile viewing, and which features a new editorial focus to provide educational content to the LAB SERIES community. (The new site looks great btw. Any coders out there that knows how to optimise sites for phones pls slide into my DM's, your help is required). 

Perhaps the most interesting announcement, (and surreptitiously buried in the press kit) is the reveal that the brand will also launch a new e-commerce experience featuring the exclusive LAB SERIES Skin Diagnostic—a personalised online skin analysing tool that provides consumers with private, customised advice at their fingertips. The future is here ladies and gentlemen. Well, kind of. 

The new L A B S E R I E S digital experience officially launches on the 27th of September 2021, followed by the Skin Diagnostic in early 2022.

Activated using a smartphone with an uploaded selfie, the skin diagnostic uses Artificial Intelligence (AI) to provide a personalised skin report mapping six main skin concerns and providing customised product recommendations.

INVENT YOURSELF

To mark the evolution of LAB SERIES, a new campaign celebrates extraordinary moments of invention in the lives of five different men who each embody the new skincare product series of the brand. There is no one-size-fits-all solution to skincare and through its own evolution, the new LAB SERIES urges men to do the same: “Invent Yourself”.

1. Daily Rescue

Olympic medalist and world champion fencer, Race Imboden, (what a name) brings the Daily Rescue series to life through his athletic, driven and active lifestyle. Whether in the gym or off duty, Imboden demands performance through hydration, energy, and recovery.

Daily Rescue is formulated for all skin types to boost hydration and energise skin. (£23—£53)

2. All-In-One

Alex Schlab is athletically and academically gifted. He excels in both worlds and embodies the All-In-One series. Always on the go, this master multi-tasker is not only a top 10 scholar but also a star student athlete who demands unfussy performance in his daily skincare routine.

All-In-One solutions for fresh, more comfortable feeling skin. (£38—£49.50)

3. Oil Control

As a professional ballet dancer, model and actor Barton Cowperthwaite knows how to use his skills to create and express himself. Drawing inspiration from a variety of sources, he is the perfect face of the Oil Control series.

Oil Control is formulated for oily, breakout-prone skin to keep shine at bay. (£23—£32)

4. Anti-Age Max LS

Veteran models Armando Cabral and Francisco Lachowski know a thing or two about longevity and together bring their savviness to embody the Anti-Age Max LS series. Cabral has evolved from model to internationally acclaimed shoe and product designer. Lachowski has been ranked as a top industry icon with a passion for competitive cycling, tennis, and co-owns a clothing company. The endeavours of both men prove the power of reinvention synonymous with the Anti-Age Max LS line.

Anti-Age Max LS is packed with youth renewing technology and peptide complex for younger-looking skin. (£40—£80)