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.”
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)