By  on April 17, 2009

Face care marketer Urth Skin Solutions for Men is planning to branch into body care with the launch of four new products during the third quarter — an initiative that stands to double the firm’s annual revenues.

While the Hollywood-based company has yet to finalize sizes and prices for the body care products, the quartet is to consist of a body wash and body scrub, a moisturizer and a hand and foot scrub.

Urth, which was founded in late 2006 by Bob C. Mah — and whose name is a play on the word Earth — is also introducing in mid-May a clay mask.

“I used to run a beverage company based on Chinese medicine,” said Mah. “But, the men’s [personal care] category was growing and I felt there was a niche for an Asian-inspired, men’s specific line.”

The line’s five existing face products, which are carried at a handful of spas and Web sites in the U.S. and Europe, feature Asian herbs, Mah noted, as well as essential oils and vitamins “to create nutrient and antioxidant rich” formulations.

The assortment includes the white tea and ginseng-infused Face Wash, 8 oz. for $29; Scrub, which contains green tea and rice, 4 oz for $36; Shave Formula, 6 oz. for $22, which employs ginseng and tea tree oil, and SPF 15 Face Balm, 4 oz. for $38, which uses white tea and vitamins C, D and A.

There’s also an antiaging treatment product called Hydra Therapy, which contains red seaweed and white tea. The 2-oz. item is priced at $52 and it is designed to revive skin tone, texture and firmness.

Urth, which generates roughly $250,000 in annual sales, according to industry sources, could double that figure by yearend with the new body care line and a strategy to boost distribution.

Mah said he anticipates the brand could be carried in upward of 50 doors by yearend, a network he said will be a combination of retail stores and resort spas.

“Men are no longer as shy about grooming,” said Mah, speaking about the opportunity he said he feels the men’s market presents. “They want to look their best and demand quality, effective products.”

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