Obagi says ZO Skin Health is so serious that it does not include any moisturisers. 'For years, women have used moisturisers for a quick, cheap fix. They give skin a smooth and silky feeling, but with repeated use the skin becomes addicted to them,' Obagi says.

'Instead of allowing skin cells to function properly they become lazy. Our skin then becomes sensitive and intolerant while the signs of ageing rapidly increase.' He says ZO allows the skin to nourish, repair and maintain itself.

What are they?

ZO uses four terms to describe the process: activate, stimulate, and calm and nourish. To activate ZO products enhance absorption by exfoliating and clarifying the skin's surface and pores. To stimulate they are said to decrease uneven pigmentation, reduce fine lines and wrinkles, reduce collagen degradation and improve elasticity - three ZO products are used for this. To calm and nourish two products reduce any possible irritation from the previous two steps. Used in combination, they even skin tone, create soft, supple and even texture, smooth surfaces, wrinkles and crow's feet and create firmness.

What about the products?

Obagi developed the Rx brand of anti-ageing skincare products and ZO is the first over-the-counter collection. ZO uses the highest over-the-counter concentration of retinol available - 10 to 25 times higher than department store skincare lines, he says.

What about the man himself?

He is currently practising at the Obagi Skin Health Institute in Beverly Hills. He is described by his company as a 'maverick dermatologist who eschews conventional ways of thinking'. Previously, he founded Obagi Medical Products, which was dispensed by physicians around the world, the company says. He completed his dermatology residency as an officer in the Pacific Fleet of the US Navy.

How much are the products and where can I get them?

Hong Kong is the first Asian city to sell ZO Skin Health. The Offects Hydrating Cleanser is HK$440/150ml, the Ossential Daily Power Defence is HK$1,700/30ml, the Ossential Growth Factor Serum is HK$1,900/30ml and the Ommerse Overnight Moisture Recovery is HK$930/50ml, among others. They are available at Lane Crawford stores.