NEW YORK — Anthony Logistics for Men has created a line of seven skin care products called Action by Anthony For Men that's meant for exclusive distribution in Barneys New York flagships.
The products, which reached Barneys in late October, have gotten off to a quick start, according to the firm's founder, Anthony Sosnick. Industry sources estimate that, based on results so far, the Action line could generate first-year retails sales of $250,000.
Action is designed to have a more upscale positioning and more advanced ingredients than the other lines the firm markets, such as Anthony Sport, Solution Based and Body Essentials, according Sosnick.
For instance, the Action line features a 1.6-oz. High Performance Moisturizer for $40 — which includes ingredients like aqua cacteen, peptides and carrot root — while the original Anthony Logistics for Men collection features the 2.5-oz. All Purpose Facial Moisturizer for $25.
"There's a segment of the market that had been using our products for years and were pretty ingredient-savvy," Sosnick said in a recent interview, describing "Baby Boomer-type guys. They wanted something a little more sophisticated and this is the answer to that."
In addition to the moisturizer, the Action line features Face Scrub, $25 for 6 oz.; Foaming Face Wash, $22 for 3.3 oz., and a 2-in-1 shave cream and after shave, $25 for 6 oz. There's also Rescue Eyestick, $25 for 0.35 oz.; Rescue Gel Treatment, $38 for 1.6 oz., and Restructuring Shampoo, $20 for 8 oz.
Distribution of Action includes Barneys locations here, in San Francisco, Boston, Seattle, Chicago, Dallas and Beverly Hills. Plans for a wider rollout outside the Barneys locations have not been discussed, according to Sosnick.
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