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A Fresh Approach to Men

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,...

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.

The packaging, designed in-house, got its inspiration from the barber shop. Advertising is not planned, but samples will be distributed at point-of-sale. Distribution for the brand includes Fresh stores, Sephora, Bergdorf Goodman, Barneys and Neiman Marcus.

In addition, Fresh will introduce Crème Ancienne – a super-rich moisturizer for the face and body. The formula, Glazman explained, is based on “the world’s first cream” created by Claudius Galenus, a scientist and medic of Greek antiquity in the second century A.D. The cream is formulated using only seven ingredients and can be used as a protective shield or on extremely dry areas. The product —also launching this May — retails for $250 and only about 3,500 jars will be produced the first year. In staying close to the heritage of the original cream, Fresh has it manufactured by hand at a monastery in Norway. Crème Ancienne will be available in select Fresh distribution.

Fresh will also launch Tangerine Lychee — part of the index collection — scheduled to hit shelves next month. The scent retails for $60 and has top notes of pear, cassis and tangerine; middle notes of iris and water lily, and a base of vanilla and amber.

Fresh is scheduled to open its first store in Los Angeles in June and another in Paris in October.