LONDON — Soap & Glory is gearing up to offer gag-filled grooming products for guys.
The brand, which historically offers a humorous spin on treatments and toiletries with products such as Sexy Mother Pucker lip gloss, will introduce a collection of up to nine products, starting in October.
“A lot of men don’t want to admit to using products,” said Marcia Kilgore, the London-based brand’s founder. “We’re in a position to make fun of using products. We don’t think men want to approach cash desks and seem to be serious about getting rid of their wrinkles. If it seems like he’s having a laugh, it’ll be more palatable for his ego, and of course the products work as we still want him to come back for that second purchase.”
While the packaging of Soap & Glory’s existing bath-and-body and skin care lines feature retro imagery, the men’s products will take a slightly different tack, according to Kilgore.
“It’s a little more rock ’n’ roll and groovy, rather than retro,” she said.
The collection will include shower gel, shaving cream, hair putty and a spot cream, as well as gift sets.
While Kilgore declined to discuss figures, she forecast the men’s collection will not represent more than 25 percent of Soap & Glory’s sales. According to industry sources, Soap & Glory, which bowed in 2006, generates annual revenues in the region of $50 million. In the U.K., where the brand is sold through Boots and Harvey Nichols, Soap & Glory’s sales grew 95 percent in the financial year ended March 31, according to Victoria Woodhead, the brand’s global sales and marketing manager.
In addition to adding a masculine arm, Kilgore is cooking up a plethora of bath-and-body and skin care items for the brand’s existing lines, as well as grooming and bath accessories.
“Other [brands] should be very afraid,” Kilgore quipped.
Soap & Glory executives are just as bullish about prospects in the U.S., where the brand launched in 2007 and is sold at Target.
“In 2009, we are budgeting for 68 percent growth in a tough market, helped by the launch of skin care, other exciting [new product development] later this year and additional initiatives,” said Woodhead, adding that a Soap & Glory gift set recently was featured on the cover of Target’s circular, which is distributed to 50 million homes in the U.S.
“Full-year 2008 sales came in at plus-47 percent to budget, and we experienced a 200 percent increase in sales on 2007.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews