By  on January 11, 2005

NEW YORK — Aramis Inc. is turning up the heat on its Lab Series for Men line with the April launch of a thermodynamic scrub and a moisturizer.

The Estée Lauder Cos.-owned men’s treatment collection will launch Skin Resurfacing Scrub, a facial skin care item that heats the skin, a process designed to open the pores for cleansing. The thermal sensation comes from a concentration of calcium chloride complex that Lab Series research has deemed not too hot and not too cold.

The scrub is a water-free silicone-based formulation that’s designed to have a “velvety” feel, according to Aramis and Lauder executives. In an encapsulated state, the calcium chloride complex works to exfoliate, as well. Microcrystals rupture when the scrub touches water and that’s when things heat up. Also, Skin Resurfacing Scrub contains a secondary exfoliating vehicle: smaller, so-called “microparticles” that “polish” the skin.

Skin Resurfacing Scrub will be launched in conjunction with Skin Revitalizer, a facial moisturizer that’s designed as a companion product to the scrub.

While Skin Resurfacing Scrub and Skin Revitalizer will hit 1,800 U.S. doors in April, the pair of introductions will be rolled out internationally to Lab Series’ 5,500 doors in 60 countries in May. Globally, the products could ring up combined retail sales in excess of $5 million in their first year on the market. Roughly 65 percent of Lab Series sales are generated internationally, while the U.S. accounts for the remainder of revenues.

The initiative is an attempt to capitalize on a greater number of men seeking facial services these days, according to Robin Mason, vice president of global marketing for Aramis and Designer Fragrances. But, Skin Resurfacing Scrub is meant to yield benefits of salon or spa-based facial services at home. It will be offered as an alternative to at-home microdermabrasion kits now on the market.

“Men are becoming acutely aware of skin care needs,” Mason added. “With that, there’s been a boom in [men’s] facials. Microdermabrasion and chemical peels are becoming more prominent.”

Citing figures from the American Society for Aesthetic Plastic Surgery, Mason said there was a 34 percent increase in the number of nonsurgical procedures done on men between 2002 and 2003. It’s these procedures Skin Resurfacing Scrub and Skin Revitalizer will attempt to emulate.

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