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Previous gray-gold and silver packaging has been replaced by Men Essentials’ bronze motif, which features green accents.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 nordstrom.com.
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.
@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)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)