British shaving brand Somersets is set on changing the American consumer’s perspective of shaving.
This month the brand launched stateside via somersets.com, drugstore.com, and dailygrommet.com, marking the first time the collection of shave oils, gels, and pre/post shave skin care products have been available to the U.S. market. Come January 2013, Somersets will enter all Duane Reade, Shopko, Meijer, Giant Eagle, and Harmon’s doors (as well as cvs.com, walgreens.com and target.com), or approximately 3,000 doors. The brand is anticipated to be sold in 24,000 doors by the end of the year.
The new year will also bring the debut of Extra Delicate Antibacterial Shaving Oil ($6.99 to $14.99) for the bikini area. “We are bringing both vision and innovation to a category that is in desperate need of a wow,” said vice president of sales and marketing Jane Forrer, who is overseeing the U.S. launch. Fully embracing the all-natural movement, the range is free of chemicals, soaps, and artificial ingredients for a shaving experience the brand claims forgoes the need of water.
“The large companies which dominate the wet shaving category have trained American consumers to believe that the key to a successful shave is using a complicated and expensive razor; we are here to say that the key to a successful shave is in how you prepare your skin, not the blade you use,” said Forrer.
Additional offerings in the line designed for the fairer sex include the Extra Sensitive Shaving Oil ($6.99 to $14.99), which contains a proprietary blend of organic essential oils — lavender, tea tree, and rosemary — claiming a close, smooth shave minus any nicks or razor burn. For men seeking to prep facial hair, condition the skin, and restore skin’s balance post shave, offerings include three oils priced to match the women’s counterparts (Original, Extra Sensitive, and Tough Stubble) as well as pre-shave face wash and scrub, and after-shave face balm and moisturizer, $7.99 each.
Because shaving with oil is a relatively new concept for American consumers, the brand has added instructional videos to its Web site for visual guidance. “It’s important that our customers see not only the quality of our oils and the value, but also the health and wellness benefits inherent in using an all-natural product,” said Forrer.
The brand, founded in 1991, is available in a countries like Australia, Russia and Singapore. In conjunction with its arrival in the U.S., Somersets will also be making its way into Canada. Although the brand declined to talk numbers, industry sources estimate first year U.S. retail sales to be about $8 million. “A prestige product at a value price — our brand has a personality: simple, sexy, playful and fun,” said Forrer.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)