NEW YORK — Skin care marketer Osmotics has retooled and enlarged its men’s line, in an effort to further differentiate a masculine product offering from the brand’s namesake assortment of women’s skin care.

Three years ago, Osmotics launched its first two men’s items under the moniker Blue Razor: Ultra Shave Butter and Blue Copper 5 After Shave Balm. Now, the brand has introduced Osmotics Male, a quartet of men’s grooming items that includes the original pair. The revamped range includes new entrants Daily Moisture Defense SPF 15 and Facial Cleansing Scrub.

“The men’s category is important,” said Osmotics co-founder Francine Porter, “because it represents a significant revenue opportunity. It has the potential to double the number of customers at the counter.” She noted that a men’s line can also afford a brand further exposure if a retailer chooses to merchandise that men’s line outside the beauty department.

Osmotics Male, which is packaged as a set of four 1.7-oz. tubes for $55, could generate $1 million in first-year retail sales. The set, which hit counters earlier this month, is on track to exceed that first-year projection. Osmotics, a 10-year-old, Denver-based firm, markets about 40 stockkeeping units in 150 specialty and department store doors, including Saks Fifth Avenue, Nordstrom and Sephora. Internationally, the brand is carried at Fenwick in the U.K. Osmotics hopes to expand into France this year. Sources project the company will exceed wholesale sales of $10 million by yearend.

“Men’s skin care is now one of the fastest-growing categories in the [beauty] industry,” said Porter. “Men are concerned about aging and are now ready and willing to incorporate antiaging into their daily grooming regimen.”

Osmotics, which trolls the medical arena for new skin care technologies, found that copper was being used in wound care and believed the substance’s power to help heal was a natural fit in an aftershave balm. The new Osmotics Male moisturizer contains antioxidants, is intended to offer protection from UVA and UVB light and is designed to even out skin tone.

Regarding future initiatives in the men’s market, Osmotics is weighing the launch of an abdominal cellulite cream for guys.— Matthew W. Evans

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