During our last economic slump in the early 90s, the average squeezy tube of pre-metrosexual moisturiser rang in at around £4.99. In today’s equally troubling financial climate – one where luxury brands appear to be weirdly immune to the effects of a global recession – it’s more common to encounter the likes of Sisley‘s new formulation, Sisleÿum for men.

As regular readers will know, I’m a huge fan of anything by Sisley, in spite of (and certainly not because of) their exorbitant price points. If a product works, I’m not really bothered whether it costs £1000 or £5…but I suppose that’s the luxury of being a magazine editor. In my experience, the price point of a Sisley product is usually determined by the R&D that goes into the formula as opposed to covering costs for fancy packaging, positioning, ad campaigns…

However, with an estimated 10 million millionaires and almost 1,000 billionaires worldwide  (not to mention the increasingly brand-conscious masses on a more modest income), there are lots of people out there who definitely do equate efficacy with expense. And while super-luxe creams were once squarely aimed at women (see Creme de la Mer, La Prairie et al) it seems that men are finally starting to spend big bucks on small pleasures.

If you have an issue spending £150 on 50ml, however, look at it like this: Sisleÿum is basically 5 products in one. Which averages out to  £30 per product. Not exactly a bargain, but you get my point.

This is a multipurpose product much like their bestselling Hydraglobal formula,  which addresses ageing, moisture balance, skin repair (it functions as an aftershave balm), fatigue and fine lines. It also combines active ingredients from phytotherapy, aromatherapy and, er,  lithotherapy (using tiny doses of naturally occurring minerals to restore enzymatic functions) and therefore offers several solutions for several problems.

Where the multitasking products of yesteryear  meant you had to compromise on quality (think of those 2-in-1 shampoos from back in the day) this contemporary concoction doesn’t cut any corners, offering results that are on a par with high-end standalone products. Razor burn is relieved by way of allantoin, D-Panthenol and natural Alpha Bisabolol while Padina Pavonica stimulates the synthesis of Glycosaminoglycans (including Hyaluronic Acid) to plump the skin. Aquaporins, the skin’s water transport network, works more effectively thanks to wild Pansy while Vitamin A Palmitate regulates cellular turnover. In layman’s terms, it’s a one stop solution to about 90% of the stuff taking up space on our bathroom cabinet. If only I had the guts to bin everything else…

Available in gel and cream texture, exclusively in Selfridges London and Birmingham from 28th February; £150 for 50ml;

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