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Mens Luxury Skincare Market Grows

Zirh Platnium, the next generation of high-tech, high-power men's skincare

launches this month exclusively at Barney's

NEW YORK, April 16 /PRNewswire/ -- The luxury skincare market conventionally guided by women's desires and proliferated with thousands of products to meet their needs, now gives men some due attention. Leading the trend of high-end men's brands, ZIRH, the renowned men's skincare line, steps it up with the introduction of Zirh Platnium, an ultra-luxe line developed specifcally for the discerning male.

Zirh, advances men's skincare with the introduction of Zirh Platinum, an exclusive range of eight meticulously constructed formulas that merge cosmeceutical science with the best in botanicals. Zirh Platinum employs a multi-active system powered with advanced peptides that have reparative benefits to firm skin and nano-technology (liposomes) to treat moisture loss and aging by restoring skin's natural barrier function.

"It is the perfect hybrid of technological advancement and the power of plant-derived ingredients," states Brian Robinson, President, Zirh Holdings LLC. "Zirh Platinum was designed to be the pinnacle of men's skincare. As a leader in the [men's skincare] category we saw an opportunity for an ultra luxe, technologically advanced line for men who are highly selective and discerning about their skincare and we developed Zirh Platinum as the ultimate collection to meet their needs." Robinson, who purchased the brand from Shiseido Cosmetics last August, has ambitious plans for Zirh Platinum, that include an exclusive U.S. roll out with Barney's New York. "We deliberately targeted the best retailers in their respective markets with this line," he says.

"We have had a longstanding relationship with the Zirh brand and think that Platinum offers a great opportunity for us and our customers who are looking for strong, performance products," says Bettina O' Neill, Vice President, Divisional Merchandise Manager for Cosmetics & Fragrances, Barneys New York. "Brian Robinson and his team have done an impressive job of combining innovation in formulation with a strong design concept. We believe that it will be well received by our customers and that the brand has a lot of potential. We are excited to be launching the line exclusively in Spring 2008."

Formulated with a combination of naturally derived ingredients and bio- actives specifically geared toward the needs of men's skin, Zirh Platinum is the first line to harness the power of the Kalahari Watermelon, sourced from the Kalahari Desert in Africa. Exhibiting self-protective qualities, including a high tolerance for drought, to prevent itself from becoming extinct, the extract from this watermelon has shown to have exceptional protective and moisturizing benefits.

Zirh Platinum's 8 SKU lineup is priced at $65-$145. In addition to launching at all Barney's New York locations in the U.S. this April (as well as, an extensive international roll out is planned, starting with Holt Renfrew in Canada and Liberty of London in the U.K.

About Zirh

Zirh was founded in 1995 and currently has distribution in 68 international markets. In the United States, Zirh is the number three brand within NPD rankings of men's skin care at the prestige level. In August 2007, former president and owner Brian Robinson acquired the brand from Shiseido Cosmetics who had originally purchased the brand in early 2000. For more information please visit

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