This week Yves Saint Laurent are launching a version of its bestselling highlighter/concealer ‘Touche Eclat’ specifically for men. It is released exclusively for Selfridges, tomorrow. Is it a deception too great for the modern British man though?

Interestingly, they have chosen to use recent Big Brother contestant Stuart Pilkington, AKA ’stage faller extrordinare’ (have you seen it? worth a look, best Dr Pepper moment ever, couldn’t have been worse), as the model fronting campaign.

This is interesting because the ’star power’ that contestants of the show now have is at an all time low, with many being unable to secure an agent and being ‘blacklisted’ from events before even leaving the house. A luxury brand such as Yves Saint Laurent (furthur enhanced by being under the control of Gucci), generally wouldn’t like to associate themselves with ‘Zelebrities’, perhaps it is PR savvy by appealing to the masses? Perhaps Stuarts model looks, accompanied with his Alpha Male body but, penchant for eyeliner and nail varnish, make him an advertisers dream? Only the men will tell.

Stuart has been quoted as saying;“Since leaving the Big Brother house, I’ve become increasingly self-aware of my daily appearance as I start to get recognised when I’m out on the street.  I was sent a Touche Éclat For Men this week and have already started using it as a concealer under my eyes – its magic, I love it., it hides the dark circles under my eyes, especially before I go to my nans’ for lunch to avoid interrogation on the antics of the night before!”

The male version of the product ‘Touche Eclat For Men’ is unfragranced, retailing at £22.50. The company claiming that it will ‘encourage men to use cosmetics as a skin enhancer, rather than to create a full make-up look‘.

The product follows on from the recent Superdrug launch of mens make up called ‘Taxi Man’ and taps into the 700 million market for men’s grooming products.

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