Lab Series Skincare for Men is delving deeper into body care with the aim of bolstering the brand’s hair and body portfolio. The Estée Lauder Cos. Inc.-owned firm will launch two products, Active Body Wash and Active Hand Cream, for spring.
The items, which are also meant to further round out Lab Series’ overall skin care assortment, fit into the Hair-Body segment of the collection, which also includes the Clean, Shave and Treat product ranges. Active Body Wash and Hand Cream are due out in March.
The body wash and hand cream are the first such products within the brand, and they are formulated with electrolytes intended to fight skin dehydration caused by environmental factors.
Active Body Wash, $18 for 6.7 oz., also contains concentrated aloe, salicylic acid buffing spheres, pumice and carnauba wax beads, and is meant to be used daily to promote smoother, clearer and more evenly toned skin.
Active Hand Cream, $15 for 2.5 oz., is intended to repair dry hands, condition the skin and minimize the appearance of dark spots, which could appeal to a slightly older demographic.
Clinical studies conducted on the products indicated that 73 percent of men who tested the hand cream experienced an immediate improvement in moisturization, according to the firm. Some 94 percent of men said they had softer calluses, the company said, and 80 percent reported improvement in the condition of their cuticles.
“Active Body Wash and Hand Cream are innovative examples of multibeneficial formulas that provide distinguished results,” stated Matthew Teri, vice president of corporate product development at Lauder, “as well as to promote younger, healthy looking skin.”
Lab Series products are carried in 1,699 doors in the U.S., including Nordstrom, Bloomingdale’s and Macy’s stores, and online at Labseries.com. The items will be launched globally, simultaneous with the U.S. introduction. With the addition of the body duo, Lab Series will include 33 products in the U.S. market.
While Teri wouldn’t comment on sales projections, Active Body Wash and Hand Cream could combine to generate between $2.5 million and $5 million in first-year retail sales worldwide, according to estimates by industry sources.
A promotional campaign, consisting of catalogue advertising and direct mail activities, will be designed to support the introduction of the duo. Other efforts will be aimed at highlighting the hand cream, samples of which will be distributed in store.
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