NEW YORK — Some guys go for soap and water to nurse the injuries they get from athletic endeavors.
But if you’re the guys from Brave Soldier, you formulate a product line.
"This line came about because of road rash," noted Jeffrey Neal, a partner in the company with Dr. Ezra Kest, the Beverly Hills-based dermatologist who is principal product developer for the company. Both men are avid mountain bikers, who learned early on that sports injuries go with the territory.
The first product, the $12, 1-oz. Antiseptic Healing Ointment, was adapted from a potion that Kest had been developing to use on laser-surgery patients. The duo, who test new products on themselves, soon learned that it was equally effective for scrapes. "It’s sort of like a moist wound therapy," said Neal. The formula includes tea tree oil, said to be one of nature’s strongest antiseptics.
Along with other members of the band of Brave Soldiers — which include Dan Ginsberg, president, who heads up strategic planning; Leonard Pearlstein, who is guiding the products’ positioning and promotion in traditional and nontraditional channels; Martin Feldberg, whom Neal credits with the company’s initial success in the sports market, and Fred Segal Essentials owner Robin Coe-Hutshing, who began consulting with the brand late last year to redesign packaging and refine new products — Kest and Neal started searching for a market. And they found them, falling off their bikes all over Southern California.
As a result, the Brave Soldier team — the name comes from parents who exhorted their kids to be "brave little soldiers" while their wounds were being cleansed — started marketing the healing ointment at athletic competitions and sporting goods shops about four years ago. After the ointment quickly built market share there, the team decided last year that they wanted to expand both their product offerings and their base of operations, from sports to specialty stores.
While the brand is not planning on bailing out of the approximately 200 sporting goods shops they’re in now —?"We’ll stay there with the Antiseptic Healing Ointment, and with two of the newer items, Brave Shave and First Defense," said Neal — they’re aiming to enter about 50 upscale specialty stores by yearend, including Fred Segal Essentials, where it is rolling out now, Henri Bendel in late September and Sephora in November.The expanded, unisex offerings include: 6-oz. Alpine Shower Gel, $14; 6-oz. Brave Shave, $15; 6-oz. Shower Shave, $15; 4-oz. Brave Face After Shaving Moisturizer, $16; 4-oz. Solar Shield, an SPF 28 sunscreen, $18; 4-oz. Comfort Zone, an aftershaving/afterwaxing gel, $18; a 0.33-oz. tube of Lip Defender, a lip hydrator, $8; 6-oz. Infusion Body and Hand Moisturizing Cream, $15, and 4-oz. First Defense, an antiseptic, $8. While Neal wouldn’t comment on the line’s first-year projections, industry sources estimated that they would do upward of $1 million at retail in the next year. Another five to 10 products are slated to roll out next spring.
"The products use the best available natural ingredients and are formulated to provide short- and long-term skin care benefits for both men and women," said Neal. "But they aren’t just for hard-core athletes, but also for the people that blend a work week with a little roller-blading or jogging. That’s our heritage, and we’ll stay true to it, no matter where our products are sold."
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion