By  on July 21, 2005

NEW YORK — The proprietor of a three-year-old e-commerce site called Egentlemen.com has created his own men's shaving line and named it — what else? — True Gentlemen.

Raymond Attipa, 24, whose Web site carries men’s skin care and shaving brands, such as The Art of Shaving, E Shave and Jack Black, introduced True Gentlemen products in January at a handful of U.S. spas. More products are on the way for November; there are now eight items in the True Gentlemen assortment.

Attipa’s strategy was purposeful when he decided 18 months ago to develop True Gentlemen as a shaving collection. “Shaving [generates] 85 percent of sales of niche, luxury men’s grooming,” he said. “I monitored the market on Egentlemen.com and I saw that the only three products that were the heavy hitters were pre-shave oil, shave cream and aftershave balm. So, I decided to come out with a shave line.”

Besides white-and-black shaving brushes, the collection includes a 1.7-oz. pre-shave oil for $20, a 5.3-oz. shaving cream for $25 and a 3.4-oz. aftershave balm for $35. Each of the three formulations is grouped into one of two scents: Lavender and Unscented. While the existing assortment targets men ages 35 and older, Attipa plans to introduce in November a third range of products that are scented with accords of cedarwood “for a 45-plus crowd,” he said.

True Gentlemen’s U.S. distribution network now includes about 25 sites, 15 of which are spas. The remainder of doors is made up of apothecaries and male-oriented salons. Attipa plans to expand distribution of True Gentlemen to nearly 80 doors by yearend, and is eyeing Kitson in Los Angeles, 4510 in Dallas and Mario’s in Portland, Ore.

True Gentlemen “is very heavily ingredient-driven,” Attipa noted. “That’s why some high-end spas’ aestheticians have looked into it.” The pre-shave oil includes moisturizing avocado oil, antioxidant grape seed extract and hemp seed oil. The shaving cream features aloe, coconut acid and glycerin. Finally, the aftershave balm boasts about 13 substances, including antioxidant bladder wrack, regenerative chamomile and green tea extract, plus multiple vitamins.

“I kept the line small and sleek,” said Attipa, who is targeting retail sales of $600,000 by yearend. “Shelf space is important in smaller apothecaries and at spa retail.”

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