NEW YORK — Nivea has just introduced an antiage lotion for men, just don’t call it that.
In marketing parlance, the new Nivea For Men Q10 lotion is a “revitalizing” product, whereas the women’s Q10 cream, which launched in 1999, is for “wrinkle control.”
“Fit, firm and healthy looking are good key words to describe it,” noted Joseph Venezia, marketing manager for Nivea for Men, referring to the 1.7-oz. lotion that began hitting stores two weeks ago and will be in full mass distribution by October. “Right now we stay away from antiaging, that is a broader proposition.”
Regardless, Nivea’s Q10 lotion for men is the first known treatment item for men in the mass market. Venezia said it will appeal to the growing number of “metrosexuals” — the latest pop culture term for self-involved, city-living males. “Our guy is a professional, he watches what he eats, gets his nails done and this is somebody who is really concerned about his appearance.”
The men’s lotion is priced lower than the female counterpart at a suggested retail of $8.99, versus $10.99 for the original, to help ease men into the market. “For men, we found that getting close to that $10 point was a whole new area for them.” Although, in Manhattan, some retailers are pricing it above the SRP, Duane Reade is charging $9.99 and CVS, $9.49. For now, Walgreens is offering it at a discount, featuring it at $2 off the regular $8.99.
Beyond traditional shave creams, mass skin care manufacturers began creating dedicated men’s facial collections just three years ago. Nivea got into the field with several cleansers, including an exfoliating wash, and a moisturizing lotion with spf, an aftershave gel and an aftershave balm. Neutrogena soon followed with Neutrogena Men, and the U.K.’s King of Shaves entered the market with a shaving and cleanser collection.
But the U.S. market was not yet ready for a true men’s treatment item, said Venezia. Nivea Q10 Revitalizing lotion has been marketed successfully in some European markets for nearly two years, the largest being Germany, the U.K. and France. “Men’s grooming in Europe was more advanced, it just wasn’t time here,” said Venezia, adding, “But the market has changed dramatically.” The lotion was modified for the U.S., with less fragrance and a lighter consistency.The key ingredient is Q10, a co-enzyme that exists in the body naturally and turns food into energy for the cells, but levels decrease as you age. Applying Q10 to skin helps maintain firmness and gives skin vitality, said Venezia. The formula also contains vitamin E and provides SPF 15. The concept behind Q10 for men, said Venezia, is: “You exercise and eat right for your body, why ignore your face?”
The lotion is designed to appeal to a broad range of men, from a 21-year-old who wants to freshen up to a 50-year-old who wants to look younger, said Venezia. “In Europe, it is positioned as an antihangover item.”
Nivea Q10 for men is expected to reap first-year retail sales of between $8 million to $10 million, adding to the existing franchise, which is expected to hit $30 million by yearend.
To promote Q10, print ads with samples will appear in November books, followed by TV spots next year. A guerrilla sampling program also is planned for metro-area train stations in September. Samplers will be dressed as conductors and will hand out $1 coupons. Several men’s magazines are doing tie-in promotions including Maxim, Men’s Health and GQ.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye