By  on December 19, 2008

Zirh is going green, with a new product range called Zirh Natural.

The men’s grooming range, which is set to launch exclusively at Sephora in March, is a line of eight items the company claims are free of parabens, sulfates, pthalates, petrochemicals, fragrances and synthetic dyes.

The lack of these ingredients, according to Brian Robinson, president of Zirh Holdings LLC, gives the line its natural positioning, and the idea is to bolster the green product segment in the men’s prestige marketplace — especially at the LVMH Moët Hennessy Louis Vuitton-owned retailer.

Zirh Natural, packaged with a soft green leaf and white motif (packaging design firm QSLD New World worked with Zirh to create the clean-looking products) is billed as the first “all natural skin care line for men.”

Michael McGeever, vice president of merchandising for Sephora, stated that, “When we saw the need for a men’s natural skin care line, we knew the [Zirh] brand would be a great fit based on their efficacy, innovation and entrepreneurial spirit. The line will be merchandised in men’s skin care and will be the only natural men’s skin line offered at Sephora.”

“Natural is a huge trend in the [personal care] category,” Robinson added. “The naturals category in Sephora is their fastest growing category, but there had been a hole [for natural products] in the men’s category, and there is a strong appetite for natural men’s skin care.”

The botanically derived collection, priced from $20 to $48 and sized between 1.7 oz. and 4.2 oz., includes a cleanser, scrub, moisturizer, undereye cream, shaving cream and gel, a post-shave balm and an antiaging night cream. Prices are about 20 percent higher than the rest of the Zirh assortment, due to the naturally derived formulations, Robinson noted.

While he wouldn’t discuss sales, industry sources estimate the line could do $1.5 million in retail sales during its first year on counter.

“There has been incredible competition in men’s,” said Robinson, “[But] we’ve been in Sephora since 1998, and this is going to give us a more impactful presence on shelf.”

So far there have been no discussions about expanding distribution of the line outside Sephora, which has roughly 230 doors in the U.S., or sephora.com, but international distribution, in which Zirh is found in 68 markets, is slated to begin in May.

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