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.
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion