By  on October 3, 2008

In an effort to refocus and grow its men’s business, professional treatment brand Decléor has streamlined its men’s skin care assortment with new products and packaging.

The line, which has been dubbed Men Essentials, includes five shaving and skin care items introduced globally in June, and is expected to reach full distribution in 50 U.S. spas this month.

Decléor, a subsidiary of Tokyo-based cosmetics giant Shiseido, first introduced men’s shaving and treatment products eight years ago, a collection that eventually included 16 items before being phased out earlier this year.

“The men’s category is growing for us,” said Annie McCullough, vice president of marketing for the aromatheraphy-based brand, “so we wanted to give it the attention it deserves.”

While men’s skin care currently accounts for about 4 percent of Decléor’s global sales, she added, the Men Essentials initiative is expected to drive that number to 8 percent.

So far, results of the retrenching have been positive. While she wouldn’t discuss sales projections, McCullough noted that globally Men Essentials is running ahead of its business plan.

Industry sources estimate the line has generated $50,000 in retail sales since it was first introduced in the U.S. in July, a number that could expand to $500,000 during the line’s first year on the market.

Because shaving and skin protection items were the most popular items in Decléor’s original men’s assortment, such items were included in the “modernized” line, said McCullough.

For instance, there were previously two shaving creams and a foam. Now, Men Essentials includes a single foam called Smooth Shave (200 ml. for $22). Former items like face gel, cream and Aromessence balm, have made way for Men Essentials Skin Energiser, 50 ml. for $45, a moisturizing fluid designed to protect the skin.

The new line also includes Clean Skin Scrub, 125 ml. for $30; Eye Contour Energiser gel, 15 ml. for $34, and Aromessence Triple Action Shave Perfector, 15 ml. for $53, a pre- and post-shave serum with clove essential oil, which is said to decrease the diameter of the hair shaft and diminish the appearance of regrowth.

Previous gray-gold and silver packaging has been replaced by Men Essentials’ bronze motif, which features green accents.

Men Essentials is carried in spas like Face to Face in Manhattan’s Chelsea neighborhood, at the Biltmore Hotel in Coral Gables, Fla., and at Noëlle Spa in Stamford, Conn. It’s also at

Visuals, as well as tester units with brochures, have been employed in spas to promote the line.

Decléor has also introduced a men’s clay mask, which is intended for use by aestheticians, as well as two treatment services: the 30-minute Express Energy facial (about $60), which is designed to cleanse, treat, protect and refresh the skin, and the similar — but 75-minute — Intense Energy Face treatment, which is priced between $75 and $90, depending on the spa offering it.

Plans call for distribution of Men Essentials to be expanded, especially in urban markets like New York, Los Angeles and San Francisco, which could put the line in about 70 doors by next fall. Also, executives at Decléor are in talks to launch the line at a major specialty retailer.

Overall, the Decléor brand can be found in some 500 spas in the U.S. Industry sources estimate the business generates as much as $150 million in global wholesale sales.

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