Application time was a factor in creating the Whilst skincare range for men. But the collection also needed to carry a premium, yet sporty look. The moisturizing skin conditioner, which takes just five seconds to apply, is contained in a frosted glass vial with a matte black ceramic closure; the facial cleansing milk, which takes 15 seconds to apply, is packaged in a small, shiny, black ceramic bottle; and the bay rum shaving soap, which takes just over two minutes to apply, comes in a shiny black ceramic vial. Each package points out the time it takes to use the product, while the color black unifies the collection.

January 2010