The promise: Elizabeth Grant's products aren't just for women any more. The Canadian skin care company - which made a splash last year with its party-to-boardroom refresher, the Socializer eye cream - now wants men to take advantage of its specialized anti-aging formula, too. The After Shave Soothing Serum promises softer skin and facial hair for an easier shave, as well as diminished lines and wrinkles.
How it works: The main ingredient in all of Grant's products is Torricelumn, the unique moisturizing kelp-based compound Grant discovered after her skin was damaged during the Second World War. The serum also uses the anti-inflammatory power of ginger to combat the reddening effects of the shave, while peptides, collagen, birch sap and Antarcticine (an anti-aging molecule) help tone and protect the skin before and after the deed is done.
How to use it: It may be called an aftershave serum, but based on the directions, it should have been called an everyday serum. Use it, of course, on your face and neck after shaving. But if you use it in the morning, the serum promises to protect your skin from stress and pollution. And the more you use it before bed, the softer your facial hair should become - making it all the easier to shave off.
The bottom line: Silly was the first word that came to my mind when faced with the proposition of using an aftershave every day (considering it takes me weeks to grow anything resembling a beard). But after a few days of applying it twice daily like I would any other moisturizer, I was surprised by the results. I lathered up the shaving cream, put razor to face and, when all was said and done, the itchy redness I had come to hate over the years was unusually minimal. And when I applied a few more dabs of the serum after actually shaving, all traces of redness were gone. As for its regenerative properties, I'll readily admit I'm a bit too baby-faced to see results just yet. But based on the effects so far, I suspect that, if I keep using it multiple times a week, I'll eventually glow like Grant herself.
$50 for 45 ml through www.elizabethgrant.com.