Launch: billy jealousy

JEALOUS

GUY

Already making headway across the pond, Billy Jealousy has just hit the UK shores via City People.  Launched in 2004 in Texas, the line comprises a range of men's hair, face and shaving cosmeceutical products. Annette Hanford reports

Specifically aimed at hip young men, the products are formulated for male skin, which is around 20% thicker than that of women's.  The products are suitable for all skin types and rather than masking a skin concern, sare said to tackle it at source.  With quirky names and active ingredients, such as retinol and salicylic acid, the face range features: About Face Anti-Ageing Serum; Wipe Out Eye Cream; Bar None Face Wash; Sucker Punch Face Scrub; Combination Code Face Moisturiser; White Knight Facial Cleanser; Liquid Sand Exfoliating Cleanser; and Combat Lines Face Moisturiser SPF30.

Long-gone are the days when it was acceptable for guys to settle for soap for shaving.  The shave range helps banish stubble trouble with Lightning Bolt Electric Pre-Shave Solution, Hot Towel Pre-Shave Treatment, Hydroplane Shave Cream and Shaved Ice After-Shave Balm -- all created to calm heal and moisturise the skin.

There are also a body wash and five haircare products to complete the grooming regime, including a strengthening shampoo designed to help combat hair loss.

"More and more men are buying their own grooming products and this is not a retail opportunity that can be ignored," says Farha Musa of City People.

"Billy Jealousy has a wide appeal among men of all ages and looks great displayed on the shelf for impulse buys, as well as being easily explained by salon staff."

RRP: £18 shave cream, £19 shampoo, £32 travel kit.

Tel: 020 8579 9091