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.

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