NEW YORK — Skin care marketer Dermalogica is targeting guys.
In February, the Los Angeles-based brand will introduce its Shave Collection, an eight-item line that includes a trio of pre-shave products, three shave products and two post-shave products.
The Shave Collection, which was developed over three years, represents the first time Dermalogica has specifically marketed products for men, noted Annet King, the brand's director of training and development.
"We've always been a unisex brand," said King, who added, "We have a large male following and [men's products] have been requested for years." She said while certain existing products were "popular" with men, "we didn't delineate a line specifically for men."
Two existing Dermalogica items that have attracted a male following will be marketed as Shave Collection items. They are the Close Shave Oil, 1 oz. for $18, and the Clean Bar, 5 oz. for $15.
In addition to the bar, which is soap-free and contains tea tree oil and oatmeal, the pre-shave range includes an exfoliating cleanser called Daily Clean Scrub, 4 oz. for $24, and Pre-Shave Guard, which is designed to soften tough beards (4 oz. for $16).
The products intended for use during a shave include the oil, as well as a Soothing Shave Cream and Invigorating Shave Gel, both 6 oz. for $16. The post-shave duo includes Post-Shave Balm, 1.7 oz for $26, and Daily Defense Block SPF 15, 3.4 oz. for $32.
King contended the men's line will be as much about skin care as it is about shaving. "It's about improving the condition of the skin while you are shaving," she said, citing the Post Shave Balm's 1 percent concentration salicylic acid to "prevent ingrown hairs" and the grape seed extract, vitamin E and hyaluronic acid in Daily Defense Block SPF 15 to fight the appearance of aging.
The Shave Collection will begin rolling out in February to Dermalogica's nearly 6,000 spas and salons in the U.S., including Oasis Day Spa and Ohm Spa here. Industry sources estimate the men's line could generate $8 million in first-year retail sales. Worldwide, Dermalogica is distributed in 48 countries.The launch of the Shave Collection will mark the latest step in a strategy by Dermalogica to realign its product assortment into groups meant to address specific skin concerns. So far, Dermalogica has grouped products into adult acne and antiaging ranges.
"This is a line segmentation for Dermalogica," King said of the launch of the Shave Collection. She noted that packaging for the brand's antiacne products features green highlights, antiaging items feature purple highlights and the Shave Collection features red.
"The red-and-white really pops," she said of the men's line, "to make it easy for a guy to know what he's picking up."
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