By  on May 22, 2009

Cellcosmet & Cellmen Switzerland is embracing its masculine side this spring.

The luxury skin care brand, which is owned and developed by Cellap Laboratoire in Lausanne, Switzerland, will add seven new men’s products to its Cellmen range, which launched exclusively at Saks Fifth Avenue on May 15. Rooted in the principles of cellular regeneration, the expanded treatment line and shaving system will take Cellmen’s total stockkeeping units from three to 10, a move the niche brand expects will boost its bottom line.

“Men’s now represents about 7 percent of our total business and we’re expecting it to go up to 12 to 15 percent,” said Susan Steitzer, vice president and general manager of Cellcosmet & Cellmen Switzerland. “Men are certainly getting more savvy and using more products and we wanted to be able to provide them with the same technologically advanced products that we offer to our women customers.”

Added Eric Jennings, vice president and men’s fashion director at Saks Fifth Avenue: “Based on our male customer’s increased interest in skin care and the brand’s current popularity, we anticipate a great response to the expansion of the Cellmen product line this May.”

Founded in 1987 by Cellap president and owner Roland Pfister, the Cellcosmet line for women and Cellmen range for men contain formulations with high concentrations of active stabilized bio-integral cells, designed to revitalize older cells and rebalance the skin for a healthy and more youthful appearance. Products contain 100 percent natural and organic plant oils, as well as DNA from algae and marine extracts, which, according to Cellcosmet executives, increases the ability of the skin to repair itself. The brand is sold in more than 30 countries and has gained a quiet but loyal following of well-heeled clientele including Harrison Ford, André Leon Talley and former president George W. Bush.

“These products are unique in that they really reflect the biological code of a man’s skin — they are not just the women’s products with stronger ingredients,” said Steitzer.

Cellmen’s newest products include a three-item shaving system, a face cream targeting men age 40 and older, and a 12-day intensive treatment kit. The range will launch in about 10 Saks Fifth Avenue doors and select prestige spas and doctors offices in the U.S. mid-month, to be followed by an international rollout in early summer. Industry sources estimate the new lineup will generate about $1 million in first-year retail sales.

The shaving system consists of Cellmen Wash n’ Shave, a purifying and shaving foam containing phyto-marine complexes intended to cleanse and provide cushion for shaving; CellSplash, a soothing aftershave tonic made with 5 percent cellular material, floral water and aloe vera to repair and soothe, and Cellmen Face Scrub, an enzymatic exfoliating complex that contains volcanic ash and pineapple and papaya extracts to soften and refine skin. Wash n’ Shave will be available in a 1.87-oz. size for $50 and 5.6 oz. for $98. CellSplash comes in a 1.76-oz. size for $125, and Cellmen’s 3.67-oz. Face Scrub will retail for $98.

The Swiss brand will also introduce Face Ultra, an age-specific revitalization cream geared towards men aged 40 and older that offers a higher percentage of cellular material than the brand’s existing Cellmen Face cream, which caters to men from age 30. Cellmen Ultra Face will be available in two sizes: 1.03 oz. for $210 and 1.7 oz. for $290.

Other new items in Cellmen’s spring lineup include Rare Mask, a 4.9-oz. purifying mask for $180 that contains Edelweiss extract and earth from the Amazon, and UltraCell Intensive, a booster kit made up of 12 3-oz. doses of cellular concentrate for $415. Designed to help skin “remember” how it used to function before the aging process, Ultra Cell Intensive is intended to revitalize and strengthen stressed skin, while brightening the complexion.

The brand will also introduce CellHands, a 1.7 oz. treatment hand cream for $150, designed to protect and moisturize hands while optimizing cellular activity.

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