NEW YORK — Men's grooming brand The Art of Shaving has branched into the women's category.
And, judging by the fact that the women's line is "on track with our expectations" after a month on the market, said the firm's co-founder, Eric Malka, it appears the line could be the "instrumental" growth driver Malka had intended.
"We've been thinking about women's the whole time," Malka said of the 10-year-old firm. "But we wanted to establish core equity [in men's] before doing women's [products]."
Industry sources estimate The Art of Shaving women's products could generate $2 million in first-year retail sales, based on results so far. Citing research by Gillette Co., Malka contended that, while 68 million men shave their faces with a blade and razor in the U.S., more women — 94 million — shave their legs with a blade and razor.
"So, the market opportunity is big," said Malka. Still, speaking to the brand's heritage, Malka said, "women's will never account for more than 10 percent of the brand."
The women's products are based on two rose ingredients, rose oil and rose absolute, which are said to soothe, calm and hydrate the skin.
The line consists of pre-shave oil, $18 for 1 oz.; shaving cream, $30 for a 5-oz. pump and $26 for a 5-oz. jar; a shaving brush, $60; aftershave body milk, $36 for 5 oz., and ingrown hair night cream, $30 for 1 oz. Packaging features a white and pastel pink motif.
The Art of Shaving brand is carried in about 860 doors worldwide and 650 of those are in the U.S. at retailers such as Saks Fifth Avenue, Bloomingdale's and The Art of Shaving's own stores. Eric Malka projected that 75 percent of those doors eventually could carry the women's products. — Matthew W. Evans
Clarins Awards Little Star Founder
Clarins presented Andrea Jaeger of Little Star Foundation with its Most Dynamic Woman of the Year Award in New York on June 19.
After 11 years of rewarding women around the world, Clarins decided to bring its Most Dynamic Woman program to the U.S. last year, honoring Debbe Magnusen of Project Cuddle. The program is now active in 11 countries."This is a chance to recognize special ladies doing amazing work," said Eric Horowitz, president of the Clarins brand division of Groupe Clarins USA. "These are women who are devoting their lives to the safety, healing and comfort of children in need."
As a former professional tennis player and philanthropist-turned-nun, Jaeger decided to create a nonprofit foundation to provide long-term care and growth opportunities for children with cancer. Little Star Foundation serves as a year-round resource for children, families and health care professionals in hospitals, communities, orphanages and shelters. Outreach efforts include the worldwide distribution of medical supplies and equipment, food, clothing and educational supplies.
"We're honoring, recognizing and helping children by bringing them together and providing them with a community," said Jaeger. "We're showing the kids that there is hope and their lives are going somewhere."
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