NEW YORK — The men’s category is getting a Fresh start. The 10-year-old Boston-based beauty company — part of the LVMH Moët Hennessy Louis Vuitton group — is set to launch its first comprehensive men’s line this May, and is expecting first-year retail sales of $1 million.

"I wanted to create something for men that is easy to use and very effective," said Fresh cofounder Lev Glazman. The collection features a Face Cleanser for $26, Shaving Cream at $22, Skin Soother at $34, Body Wash for $24 and Tobacco Flower Eau de Cologne, which retails for $48. All of the skin care and shaving products contain antioxidants such as olive, grapeseed and grapefuit extracts. Glazman noted that such ingredients are "important for a man’s beauty regime, because they are abusing their faces more than women." The fragrance includes top notes of French bergamot, orange flower and ivy, a heart of tobacco flower, black currant and linden flower and a dry-down of eucalyptus, elderwood and mint leaf. The brand currently has a customer mix that is 70 percent female and 30 percent male. Glazman hopes to expand its male customer base to about 45 percent and "enlarge the pie." The line will be merchandised with other products — Hair Gel, Milk Face Cleanser and Umbrian Clay Toothpaste — that already enjoy a male following.

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