By  on December 20, 2010

There’s a new man in town — EvolutionMan, that is.

Marco Berardini, a Los Angeles-based celebrity hairstylist, makeup artist and self-described “groomer,” recently introduced the eight-item facial treatment brand for men, hitting the ground running with a host of specialty boutiques, such as Kitson, as well as day spas and online points of sale.

Berardini, who is in talks with more apothecary-style stores, men’s salons and even large specialty store chains to carry the line, anticipates reaching $100,000 in retail sales by yearend, a figure that could balloon to $2 million with the planned distribution expansion.

“I wanted to do something for me,” said Berardini, 34, discussing his inspiration for getting into the men’s personal care business. “I made it for the everyman, I want the un-metro guy to [use] it.”

After about a decade of fashion gigs in New York and Paris, he got into the celebrity business and moved to Los Angeles three-and-a-half years ago.

The EvolutionMan assortment includes — no surprise given Berardini’s background — two concealers. It ranges in price from $10 for lip balm to $24 for the 0.5-oz. Revitalize Eye Gel.

Conceal & Treat, a stick that contains salicylic acid, vitamins E and A and green tea extract, is meant for spot acne and razor redness and is priced at $21 for 0.08 oz. Conceal ($20 for a 0.5 oz. tube) is intended to veil dark circles, and “imperfections.”

An SPF 20 product called Moisture Protect is available in a shade of bronze, which goes for $18. A colorless version costs $17, and both come in a 1.7-oz. size.

“I wanted it to be affordable but look upscale — luxe for less,” Berardini said.

The rest of the collection comprises a dual-purpose cleansing and shaving product, an exfoliator and a lip balm.

There’s even a travel case available ($49.95); they’re one of a kind because each is made of 100 percent recycled car tires — a nod to the brand’s eco-conscious positioning. To wit: Packaging is made of post-consumer-grade plastic from milk cartons.

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