By  on April 9, 2010

Men’s grooming brand Jack Black, which marked its 10th anniversary in February, is targeting the sporty set with the introduction of a line designed for athletically minded consumers called Performance Remedy, due out next week.

The six-item range includes a sunscreen, a friction-free powder, a scrub and muscle soak, a pain relieving cream, a hair and body cleanser and an antimicrobial wound gel.

“It’s a key time for us,” said Emily Dalton, who founded the brand along with Curran Dandurand. “We’re doing new and different things.” The Carrollton, Tex.-based company was launched in 2000 with 11 items, and now markets 60 products and had total revenues of $40 million last year, according to market sources.

Jack Black experienced “very strong double-digit growth and double-digit comparable-store growth in 2009,” said Dalton, who added that in the first three months of this year, sales were up by more than 50 percent.

Dalton attributed the growth to “the success we’ve continued to have reinvigorating the company” and to developing products that have been “innovative for the prestige men’s grooming category.”

She contends that Performance Remedy, which was in development for about a year, is a “breakthrough” in the category because it is positioned as a “naturally based line [meant to allow customers to] achieve peak sports performance.”

The line was inspired, Dalton noted, by customer feedback. “There’s a groundswell of activity in our audience,” she added, noting followers of the brand compete in such events as marathons and triathlons.

The Performance Remedy products, which are part of Jack Black’s “Pure Science formulation approach,” said Dalton, are paraben, fragrance-, colorant- and sulfate-free. They are vegan, and are made with ingredients certified organic by a number of different agencies, including the U.S. Department of Agriculture and Ecocert, depending on the product and ingredient. The firm refers to this as its holistic ingredient platform.

The “hero” item in the Performance Remedy line, according to Dalton, is the pain relieving cream, called Dragon Ice Relief & Recovery Balm (4 oz. for $22). The product contains an ingredient called dragon’s blood, which is derived from the Croton Lechleri tree in the Upper Amazon — whose resin has a dark red color — and is used to reduce inflammation. Dragon Ice also features menthyl lactate for long-term pain relief; Canadian willowherb, said to have anti-inflammatory and anti-irritant properties, and MSM, or dimethyl sulfone, to combat joint and muscle pain.

The sunscreen, called Oil-Free Sun Guard, features SPF 45 and comes in a 4-oz. tube for $20. Jack’s Dry Goods Friction-Free Powder (6 oz. for $18), designed to prevent chafing during workouts, is talc-free, 100 percent cornstarch-based, and features organic green tea, organic cucumber and lavender. Body Rehab Scrub & Muscle Soak (14.25 oz. for $35), originally launched in 2008, has arnica for its antimicrobial and anti-inflammatory properties, epsom salt, eucalyptus and shea butter.

The hair and body cleanser, called Turbo Wash (10 oz. for $22), also features arnica and employs rosemary and eucalyptus to clear nasal passages, and juniper berry to eliminate lactic acid from muscles. The key ingredient in Mr. Fix It Antimicrobial Wound Rescue (1 oz. for $20) is silver, said to kill bacteria and fungus on contact. The formula is 55-parts-per-million silver and is designed to treat nicks, scrapes and abrasions.

Performance Remedy will be carried at Neiman Marcus, Nordstrom, Bloomingdale’s, Sephora.com, Saks Fifth Avenue and getjackblack.com. Jack Black’s full distribution network includes about 700 to 800 stores, some of which are independent boutiques.

Industry sources estimate the Performance Remedy line could exceed $1 million in first-year retail sales.

To promote Performance Remedy, Jack Black will hold in-store consultations with fitness and nutrition experts. The line also targets women, so some events will take place in stores’ women’s sportswear departments. Jack Black will also exhibit Performance Remedy products at marathons and triathlons in Dallas, Austin, Chicago, Los Angeles, Denver and Newport Beach.

To mark the firm’s 10th anniversary year, Jack Black will launch exclusively at Nordstrom its best-selling product, Beard Lube Conditioning Shave, a three-in-one pre-shave oil, shave cream and skin conditioner, in special, limited edition packaging.

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