By  on September 26, 2008

Men’s personal care brand Every Man Jack, which is carried exclusively at Target Corp. stores, is looking to boost its skin care business with the introduction of an antiacne line.

The brand launched at Target stores Thursday a trio of items called the Skin Clearing collection, which includes a face wash, scrub and lotion formulated with a 2 percent concentration of salicylic acid to treat and help prevent acne.

“It rounds out the line,” Ritch Viola, founder of the San Francisco-based brand, said of the new skin care range, which was inspired by feedback from the brand’s 20- to 40-year-old consumer base. “There are a lot of guys out there who are grooming-involved,” he said, “so we’ve gotten a lot of e-mail and specific requests.”

Viola said he sensed a dearth of male-specific skin care products on the market that are priced from $4 to $5 and also positioned as natural — in this case, free of parabens, dyes, phthalates and sodium laureth sulfate. Instead, Every Man Jack items use vegetable- or coconut-derived surfactants.

The brand, which originally made its debut at Target in April 2007, comprises about 30 items, including shaving products like gels and creams; face washes, scrubs and lotions; shampoo and styling aids, and body washes and bars.

In addition to addressing acne, the new 6-oz. Skin Clearing face wash features aloe to soothe and glycerin to hydrate. The face scrub, 4.2 oz., employs jojoba beads to exfoliate, and the face lotion, 3.2 oz., features vitamin E to protect the skin.

Each Skin Clearing item is priced at $4.99 and the line could do $250,000 in first-year retail sales, according to industry sources, who added Every Man Jack is projected to reach $5 million in retail sales this year.

The brand is carried at Target’s roughly 1,650 stores and at everymanjack.com. It is typically merchandised in two locations at Target: in the retailer’s body section, where there is a men’s area carved out, and in the shave aisle, which is where the Skin Clearing trio is located.

“Target has made some changes to help our brand,” noted Viola. “In the body section, they brought their skin care section to eye level — it was on the bottom shelf — so we saw a nice uptick in our business from that. [And] they continue to do a good job carving out a men’s section.”

To Read the Full Article
SUBSCRIBE NOW

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus