NEW YORK -- Nautica International will try to build on the outdoorsy image of its signature men's scent this May when it launches a sun line.
"A sun line is completely in tune with the outdoor activity the Nautica name has been built on," said de Guise Vaillancourt, marketing manager for the Nautica brand.
Nautica Sun will include a 5-oz. Sunblock Gel with SPF 15 and a 5-oz. Self-Tanner with SPF 6, each priced at $15, as well as a 5-oz. Daily Protective Moisturizer for $16.50.
The line will be sold at the men's fragrance bar in 1,200 department stores as well as at Nautica's 300 specialty boutiques, Vaillancourt said.
While company executives would not discuss volume projections or advertising budgets, sources estimated the new products will represent 7 to 10 percent of Nautica sales for 1994.
Nautica is reportedly expecting a wholesale volume of more than $13 million this year, a 30 percent increase over 1993 levels. That figure would put the sun line at $910,000 to $1.3 million in 1994 sales.
Nautica's ad budget will be increased from around $2 million to $3 million, sources said.
A new print campaign for the Nautica brand will run in May and June in men's and women's fashion magazines, according to John Roeder, senior director of marketing for Halston Borghese. Nautica International is a division of Borghese, which owns the Nautica fragrance and toiletries license.
Close to a million 0.5-oz. samples of the sun products will be distributed in stores.
The sun line is just the beginning of Borghese's plan to build the Nautica toiletries brand, originally launched by Revlon in April 1992. Borghese purchased the license the following December.
Besides beefing up the advertising, Borghese plans to introduce three new in-store promotions annually.
"Since we got the brand so late in 1992, we did very little during the first half of 1993 and there was no emphasis on Christmas," said David Horner, president. "The brand is really underdeveloped. We are planning to change that this year."
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty