France-based Laboratoire Oenobiol used LycoRed's Lyc-O-Mato lycopene in its new Oenobiol Homme Solaire Intense supplement, which is aimed at men - a consumer group so far largely unreached by oral cosmeceuticals. A spokesperson for Oenobiol told CosmeticsDesign-Europe: "According to research conducted by Oenobiol men in France are looking for cosmeceutical products that are dedicated only to them, with 14 per cent of men asked stating they would feel happy using the products." The move comes at a time when the hesitancy of male consumers to purchase products that are not deemed 'manly' is being well-documented as the possible decline in the much-hyped male grooming industry. Thus, appearance-geared nutritional supplements could be the lynch pin that turns the male grooming market around, whilst marking the two companies as innovative leaders. According to Mintel, however, a couple of other companies have thrown their cap into the male beauty supplement arena. WholeMan has this month released a male performance enhancer in the UK as a vitamin and dietary supplement that helps weight control. Likewise, VitaPharm released a dietary supplement in Russia earlier in the year that is said to help male hair, skin and nail care. But the Oenobiol spokesperson said: "We expect the product to be an engine that will drive the market in the use of all natural supplements for sun protection and anti-ageing. The collaboration between LycoRed and Oenobiol hopes to penetrate the men's market in other countries as well." The product is based on LycoRed's established Lyc-O-Mato range, which makes use of a tomato lycopene complex that contains a syngergistic mix of antioxidants for sun protection, specifically colorless carotenoids like phytoene and phytofluene. Following on from Oenobiol's success in the female sun care supplement market, the male sun care range was created to increase consumer awareness of sun protection across the broad spectrum of consumer, primarily focusing on health conscious men. Occupying a 37 per cent share of the sun care nutritional supplement market in France, Oenobiol is already the leading player in this area. However, the new supplement, which is targeting men aged between 35-50, will no doubt move them forward as recognised innovators in the male skin care market. With pharmacies representing 70 per cent of market sales of the overall €869mn French nutritional supplement market, the companies are set to profit from a massive target audience by distributing exclusively in the specialist stores in Belgium, Switzerland, Spain, Italy and Portugal. Recent data by market research company Mintel suggest that the male grooming market will remain relatively niche for the immediate future. However, considerable investment in innovation and marketing will result in an increasing speed of category growth. A study by market research analysts Kline & Company compiled earlier this year showed that the cosmeceutical market was valued at $1bn and with the market expected to double in the next five years.