PARIS — Giorgio Armani is out to give men the white-glove treatment.
The designer and his beauty license holder L'Oréal will unveil Skin Minerals for Men, Armani's first skin care line for guys, on Tuesday in Milan prior to his men's fashion show there.
The treatment collection, which is to hit counters in April, follows last year's introduction of Crema Nera, an upscale women's skin care collection, and widens Armani's reach in the men's beauty market, where the brand already holds the gold for fragrance.
Each of the six products in Skin Minerals for Men has formulas replete with a proprietary Volcanic Complex, including — as its name suggests — minerals sourced from volcanic rocks. The items, billed to be the priciest in the marketplace, work on enhancing the skin matrix, including structure, texture and tone, explained Renaud de Lesquen, Giorgio Armani Parfums and Cosmetics' international brand president.
Skin Minerals for Men products, which are divided into three categories — primers, boosters and masters — are meant to give a targeted routine, explained de Lesquen, adding, "For Mr. Armani, skin care for men is about the intimacy of a simple ritual."
The primers include a 150-ml. cleanser for 30 euros, or $44.40, and a 150-ml. shaving cream for 25 euros, or $37. The boosters comprise a 75-ml. fortifying serum for 45 euros, or $66.60, and a 75-ml. hydrating bronzer for 40 euros, or $59.20. In the meantime, the masters (which contain the highest concentration of Volcanic Complex of all the other products) consist of a 50-ml. regenerating cream for 72 euros, or $106.50, and a 15-ml. "eye master" for 45 euros, or $66.60. All prices are for Europe.
Skin Minerals for Men will be introduced in select European department stores and perfumeries starting in April. Italy — Armani's domestic market — will boast the widest distribution. There, the products will be in between 1,000 and 1,500 doors.
"It will be rolled out little by little," said de Lesquen.
While Armani executives would not discuss sales forecasts, industry sources estimate Skin Minerals for Men will generate $22 million in first-year retail sales.Single- and double-page advertisements are to back the Skin Minerals for Men introduction, which comes at a prime time for men's treatment. De Lesquen explained that although the category remains small, it is tremendously dynamic. Already, it is growing three times faster than the women's treatment category in prestige stores.
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