Beauty firm Task set for UK launch

Swiss beauty products company Task Essentials is preparing to launch its first range of products branded exclusively for British men.

Targeting the £1.3bn UK male skin-care sector, Task will approach men’s magazines and their online editorial teams, as well as broader consumer press, to reach the gifting market in the run-up to Christmas.

‘The male grooming market is growing but the brands available are established women’s brands that have been extended for men, such as Clarins and Clinique,’ said Lucy Mayo, consumer associate director at Nelson Bostock, which is handling PR for the UK launch.

GQ and Esquire have dedicated grooming pages, but even the likes of FHM would be interested in Task’s range of anti-ageing creams, moisturisers, tanning gels, exfoliating treatments and shaving products, said Mayo.

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