Eshu Skin Assist, the Australian men’s grooming brand launched Down Under in 2006 and carried at a handful of doors in the U.S., has lined up its first major U.S. retailer: Macy’s.
During the first two weeks of May, Eshu will be rolled out to 25 of the chain’s stores, including Herald Square in New York, Union Square in San Francisco and State Street in Chicago.
“We see Macy’s as a fantastic opportunity for us,” said Eshu founder John Mount, who noted the brand will also enter the Florida, Southern California and Philadelphia markets with Macy’s. “It gives us national coverage, a foothold,” he said.
To coincide with the Macy’s launch, Eshu will introduce a shave cream (6.4 oz. for $16) infused with ingredients indigenous to Australia, like extracts of clove to warm the skin, and tea tree to soothe and cleanse.
Macy’s will carry four of the Eshu line’s permanent products — its face moisturizer ($27 for 3.4 oz.), face wash ($18 for 4.7 oz.), face scrub ($19 for 4.06 oz.) and the shave cream — but not Eshu’s SPF 15 moisturizer.
As part of a planned promotion with Macy’s, a preshave oil will come with the shave cream. Additionally, an Eshu value pack ($38), containing the 4.7-oz. face wash and 3.4-oz. moisturizer, has been designed as a promotional item for Macy’s, possibly for Father’s Day, as has a 300-g. soap on a rope ($13).
Mount said of future plans with Macy’s, which has 800-plus stores, “We’re in talks to expand from 25 [stores] to 100 stores by August — that’s the goal.”
The Macy’s initiative could help drive global sales of Eshu to $1.5 million by yearend, according to industry sources, which would be a fivefold increase in revenues compared to 2009.
Mount teamed up with New Jersey-based sales and marketing agency Beauty Management Group LLC in June 2009, and shortly thereafter they began presenting Eshu to major specialty and department store chains.
“For the last year, we’ve been working on getting into the major retailers,” said Mount. He added retailers aside from Macy’s could also be in the cards for Eshu, and he is eyeing further international expansion that might include Canada, the U.K. and other European countries. The Melbourne-based brand, named after a West African god, is in about 30 boutiques in Australia.
Future product launches may include a travel kit and “we’re looking at a body wash,” said Mount. “We’re taking baby steps to get structured right,” he added.
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