Arcona wants to offer men the sophisticated skin care range its chief executive officer believes they deserve.
“We really do take care of ourselves,” said Kevin Anderson, Arcona Inc.’s ceo, of his gender. “We work out. We get our hair cut. We wear colognes. The one thing that really is missing is skin care. We need to open this channel up for men so they are comfortable.”
Arcona Men, which entered Arcona’s spa in Santa Monica, Calif., late last year and recently begun rolling out to the brand’s outside distribution, is launching with eight products: Resolve aftershave balm for $24; Clarity aftershave and spot repair for $28; Consistency daily facial hydrator for $42; Efficiency antioxidant facial cleanser for $38; Overtime nighttime facial repair treatment for $52; Productivity facial scrub for $42; Proficiency face and body toner for $32, and Restore antiwrinkle complex for $38.
For men reluctant to start a complex skin care regimen, the products, which are free of petrochemicals, parabens and sodium lauryl sulphates, contain a variety of active ingredients to serve multiple purposes. For example, Resolve is designed to combat blemishes and soothe skin after shaving with ingredients such as salicylic acid, aloe and green tea extract. Consistency aims to hydrate and address antiaging concerns using Matrixyl 3000 to encourage collagen formulation, syn-ake peptides to target fine lines, and antibacterial totara extract to help balance skin.
Arcona Men’s packaging was chosen to satisfy masculine tastes, but not to deter women from purchasing the line for the men in their lives or themselves. Boxes are gunmetal; components are clear, cloudy white and silver, and formulas are mostly shades of green, white and yellow.
“Men like when something says ‘man,’” said Bethany Wojtech, director of sales for Arcona. “Most of our accounts don’t have a lot for men and, if they do, it is more of a unisex line where they have a few products that men like. We needed to be packaged differently.”
Arcona’s skin care products are sold in around 100 spas, salons, shops and online retailers. In appropriate locations, a service called a Gentlemen’s Refresher Facial, priced at around $100 for 60 minutes, can complement the products.
Wojtech predicted Arcona Men would spread to 70 to 80 percent of Arcona’s existing accounts by 2011, and industry sources estimate the line would generate between $1 million and $1.2 million in revenues at the same time. Wojtech added, however, that Arcona believes it can double the number of doors it is carried in by 2012, aided by new distribution at the likes of golf clubs and resorts it can pick up with the addition of Arcona Men.
Guy Lacey, director of products and services at Gene Juarez, said members of a Gene Juarez focus group “loved the masculine appeal, performance, scents and packaging [of Arcona Men] and would love it in their gym bag.”
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.