For Bicentennial, Truefitt & Hill Sets Skin Care
NEW YORK — Truefitt & Hill, the men's grooming marketer founded in 1805, is catapulting itself into the modern age with the launch of its first men's skin care line next month.

"We think of it as moving into the next 200 years," Guy Cartwright, whose Chicago-based firm owns North American brand rights for Truefitt & Hill, said of the venture. "The products we're launching this fall have a decidedly modern, fraternal feel to them."

But skin care is not the company's only focus. Truefitt & Hill, which projects $3 million in net sales in the U.S. this year, also will concurrently launch shave and hair care ranges. The firm expects the 16-item skin, hair and shave collection to generate $2 million in sales volume.

Some of the items in the new collection are reformulated, unscented versions of existing products. For instance, the hair care collection, called Hair Management, includes seven items, four of which were previously a freestanding shampoo line. New products in the range include Replenishing Conditioner and styling aids like Control Gel and a pomade. The new hair line ranges in price from $18 for the 3.5-oz. gel to $20 for the 12.5-oz. shampoos and conditioner. The 2-oz. pomade is also $20. The shaving assortment, called Ultimate Comfort Shaving, features four items, including a new pre-shave oil, which is $24 for 2 oz. The shaving line ranges in price from $18 for the 3.5-oz. shave cream to $25 for the 3.5-oz. aftershave balm.

The skin care line consists of five products, Moisturizing Hand and Body Soap, Invigorating Bath & Shower Scrub, Daily Facial Cleanser, Advanced Facial Moisturizer and Lip Balm. The collection ranges in price from $8 for the lip balm to $45 for the 3.5-oz. facial moisturizer. The skin care line boasts ingredients like shea butter to moisturize, exfoliating jojoba beads, Q-10 for antiaging benefits and a sun protection factor.

The firm's existing shaving and fragrance ranges include 1805, Trafalgar, West Indian Limes and Grafton, four lines that make up between 40 and 45 active sku's."I expect [the new line] will surpass in sales the other four core scents within its first year of launch," Cartwright said of the new collection.

Truefitt & Hill's wholesale distribution base consists of some 330 doors, including 20 Nordstrom locations.

The brand has its own freestanding shops as well. Last Oct. 21 — 199 years to the day after the first Truefitt & Hill barbershop was opened in London in 1805 — the firm opened a barbershop at the Forum Shops at Caesars Palace in Las Vegas. The four-chair, 900-square-foot space is on track to do $1 million in its first year, exceeding expectations by 40 percent. There are also separately owned, franchise Truefitt & Hill shops in Chicago and Toronto.

Cartwright is planning the next freestanding Truefitt & Hill location — the firm's fifth, including London — as a four-chair, 1,200-square-foot shop somewhere in Manhattan. It could be opened by the end of the year, he said, or during the first quarter.
— Matthew W. Evans

Prescriptives' Presidential Bid
LOS ANGELES — As the sponsor of last Wednesday's premiere party for the new ABC drama "Commander in Chief," airing tonight, Prescriptives set up a VIP suite at the Regent Beverly Wilshire hotel where cast members could view the new "Presidential Palette" for fall.

They also could sample the Estée Lauder Cos.-owned brand's new custom-blended lip glosses, which will retail for $26 at about 20 Nordstrom and Neiman Marcus stores nationwide.

The show's star, Geena Davis, who plays the president of the U.S., was given a Prescriptives lip gloss chosen by color designer Poppy King, to coordinate with her Randolph Duke gown. "It's glamorous yet sophisticated, like a president should be," Davis said of her gloss.
— Marcy Medina

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