No, really, that's the name of L'oreals new skin care product for men.  The Drugstore News states that Men's Expert Hydra-Energetic Turbo Recharger Instant Facial Skin Fuel is an aftershave and moisturizer that addresses men's top skin concerns-razor burn and dry, flaky skin-in one product.

L'oreal product copywriting aside, the men's skin care market represents a growth opportunity.

U.S. retail sales of men's grooming products grew from $3.5 billion in 2002 to nearly $5 billion in 2007, an increase of about 40 percent, according to new data provided by research firm Euromonitor. However, the sales growth is expected to slow through 2012 as sales are predicted to reach about $5.3 billion, up 6.2 percent from 2007. The segment that is expected to experience the largest percentage growth in the coming years: men's skin care.

Euromonitor also predicts U.S. men's skin care sales growth of 60% between 2007 and 2012.  The Euromonitor view is that "Men of the future will realise that they can be strong and masculine while still caring for their appearance, and without needing to display loutish behaviour. This augurs very well for the male fashion and cosmetics and toiletries industries."