Clarisonic®, the maker of the #1 bestselling skin cleansing devices, is asking American men – and the people who love them – to up their game with skin care. As many of us have witnessed, men typically don't take care of their face. An online survey commissioned by Clarisonic and conducted by Harris Poll among over 2,000 U.S. adults confirmed that men aren't taking care of their faces as well as they could be. Sure, some men shave, but when it comes to cleansing their face, a majority (56%) use their hands - with one third (33%*) doing so with body wash or a bar of soap, 14%* using facial cleanser, and 9%* using their hands with just plain water. Alpha Fit, Clarisonic's new sonic cleansing device for men, is designed to cleanse men's skin 6X better than using hands alone and effectively cleanse both shaven and bearded skin.

Clarisonic Alpha Fit is specifically engineered to sweep away dirt, oil, sweat and pollution from a man's tougher, thicker skin from the first use. The waterproof, compact design fits easily in a suitcase, gym bag, shower or bathroom cabinet and features a unique men's brush head jam-packed with 26,000 bristles. The technology is easy to use with two simple settings – one for clean-shaven skin and one for bearded skin. In another recent study conducted by Clarisonic, after a month of use, 100% of men felt their skin was cleaner, more comfortable, and smoother2, and more than 90% felt their skin was energized, revived, and hydrated3.

"We're thrilled to announce that Alpha Fit is available across the nation for all men to use and experience just how great it feels to have clean and healthy-looking  skin," said Dr. Robb Akridge, co-founder and global president of Clarisonic. "For over a decade, Clarisonic has been loved by women and men alike. But let's face it, men's skin is different and they deserve a Clarisonic device built just for them – providing a great cleanse, a better shaving experience and a way to clean the hard-to-reach skin underneath facial hair."

Alpha Fit isn't an extra step for men in their cleansing regimen, just a better one. To explain why cleansing with hands alone isn't good enough, Clarisonic created an infographic sharing the results of the Harris poll and what those results mean when it comes to cleansing skin. Hands are the most exposed part of the body to germs, and on average, a man's hand carries 3,200 bacteria from 150 species (about the same amount as found on a circulated dollar bill).1 Plus, men (17%) are more likely than women (12%) to admit they do not always wash their hands after using the bathroom* and men (76%) are significantly less likely than women (82%) to say they always use soap when washing their hands.* Not only are they using those dirty hands to wash their face, if they're using a bar of soap to wash their face instead, which can actually dry out your skin, it can be assumed that they are also using the same bar of soap or cleanser to clean their feet, their derriere, and…some other body parts that shall remain nameless.

Clarisonic aims to remind each man that investing in his face is the most important, most authentic, most long-term investment he can make. Says Cheryl Ricketts, Vice President of US Marketing, "A man is likely to spend hundreds, if not thousands, of dollars on his shoes, his watch, his car—his image. So why not his face? This insight lies behind our Alpha Fit ad campaign—our largest-ever digital ad campaign to date— which launches today, targeting metro- and lumber-sexual men alike and challenging them with the question: Why cleanse your skin properly? Our response, and the headline of the campaign, is… 'Because it's your F-ing face!'" 

Alpha Fit retails for $189 and is available now at Clarisonic.com and top luxury retailers including Sephora, Ulta, Nordstrom, Dillard's and Macy's.