A new eye cream inspired by an anti-ageing cosmetic procedure is the latest in Shiseido’s male grooming line.

According to the Japanese skincare company, ‘Total Revitalizer Eye’ features a lightweight, non-sticky texture and is based on the same principle as hyaluronic acid injections, which target wrinkles, loss of resilience and under eye bags.

Shiseido’s ‘Eye Bio-Complex’ formula is used in the product, and was developed to reduce loss of firmness, identified by the company as the core factor that causes skin ageing. This is achieved by promoting the production and inhibiting the breakdown of epidermal hyaluronic acid, as in the cosmetic injections.

The formula, which is currently patent pending in 11 countries, is composed of super-bio yeast extract, an anti-ageing biotechnology ingredient, as well as rosemary extract and vitamin A acetate.

Total Revitalizer Eye has been designed to work in concert with the company’s Total Revitalizer anti-ageing skin cream, which was created to provide 24-hour moisture conditioning.

Shiseido is celebrating the tenth anniversary of its male grooming line this year.