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.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)