By  on March 11, 2005

NEW YORK — Skin care marketer B. Kamins is tossing its hat into the men’s grooming ring. The seven-year-old cosmeceuticals brand plans to introduce a five-item range, called B. Kamins Male, next month.

“We feel it’s time,” said Howard Kaminsky, president of Montreal-based B. Kamins. “The men’s category is certainly getting bigger, but also we feel there’s a lack of treatment-oriented men’s lines.”

B. Kamins Male features Sea Protein Foaming Cleanser, Soothing Aftershave Balm, Antiaging Daily Moisturizer SPF 15, Antiaging Soothing Eye Gel and Bio-Maple Fortified Shampoo. The line, which ranges in price from $22 for the 8.5-oz. shampoo to $46 for the 1.7-oz. moisturizer, could generate $4 million in retail sales volume during its first year on the market.

The men’s collection will initially launch in about one-third of B. Kamins’ 900-door distribution base, including locations like C.O. Bigelow, Sephora Canada and Willow Stream Spas at Fairmont Hotel locations. The full B. Kamins assortment features 43 products.

“We decided to get into men’s skin care but to attack it differently than it has been attacked before,” said Kaminsky, meaning that B. Kamins Male will be aligned with the brand’s “roots of treatment-oriented skin care — gentle cosmeceuticals — with a focus on soothing sensitive skin, rosacea and redness.”

B. Kamins, which is projected to be nearing the $50 million mark in net revenues this year, is perhaps best known for its proprietary Bio-Maple compound, a derivative of maple tree sap that contains antioxidants and minerals.

Kaminsky described cosmeceuticals as products that are “more treatment- and results-oriented.” Other skin care brands that would fit into this classification, he said, include N.V. Perricone, Murad and Doctor’s Dermatological Formula.

“One big complaint after shaving is burning and redness,” Kaminsky said. “So [the] Soothing Aftershave Balm gets rid of redness.” Additionally, “We felt men would prefer an eye gel rather than an eye cream,” Kaminsky said. “Gels in general sell better to men than creams.”

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