By and and  on October 14, 2010

NEW  YORK — Procter & Gamble Co. is on the move once againin the men’s market.

During the consumer products giant’sday-long “The Beauty Debate: Facing Forever” media event on Manhattan’sWest Side Wednesday, executives unveiled plans to pump up existing andacquired men’s businesses — namely the red-hot Old Spice, as well asZirh and The Art of Shaving. In what a spokesman called “P&G’s firstentry into the male antiaging market,” the firm will introduce inJanuary or February a product called Reverse Anti-Aging Serum within theZirh brand, which P&G acquired in June 2009.

Reverse isdesigned to have two benefits: an immediate reduction in the appearanceof pores and fine lines as well as a firming effect over time, thanks toits peptide-based formulation. Its key ingredients are niacinamide topromote a healthy skin barrier, silicone elastomer to fill in surfacetexture, glycerine for its moisturizing properties and penta-peptide tobolster collagen production.

The $45 item will be carried atThe Art of Shaving stores, upscale specialty stores and at

P&G outlined a retail expansion strategy Wednesday for The Art ofShaving. The firm, which P&G also acquired in June 2009, is said tobe up 30 percent in sales year-on-year, and it operates 42 stores today.In the next 18 months, according to P&G, an additional 13 storeswill be opened in major markets.

Under Old Spice, which hasbeen bolstered this year by a hit advertising campaign featuring formerfootball player Isaiah Mustafa — aka the Old Spice Man — P&G said itwill introduce in spring four fragranced moisturizing body washescalled Matterhorn, Denali, Cyprus and Fiji. P&G also highlighted amen’s grooming merchandising concept called The Guy Aisle. A visualduring a presentation on P&G’s men’s grooming brands showed a shortaisle with end caps and illuminated corner pillars that read “Men’sZone.” A spokesman for the company said the aisle is “organized the way[men] use products, pre-shave, shave.”

He noted that P&G is“partnering” with a number of retailers in the U.S. and Canada to“test” the concept, which has “been working” in thousands of stores inEurope and Latin America. Referring to the layout as an in-store “mancave,” the spokesman was mum on details about the rollout strategy forThe Guy Aisle in North America.

Retailers in attendance at “TheBeauty Debate: Facing Forever” included Walgreen Co., Ulta and BJ’sWholesale Club Inc.


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