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NEW YORK — Behind every man there’s a woman, or so the saying goes. To prove this true, Jack Black, the Dallas-based men’s grooming company, will come forward with Jack’s Girl.
“The origin of the brand came from requests of female users of the Beard Lube, which is our best-selling product,” said Curran Dandurand, president and co-founder of the brand. “Girlfriends and wives of the guys were using it on their legs and bikini area, and we got more and more requests from them.” So, launching a women’s line seemed like a natural next step for the company. For more on the men’s shave market, see Classic Shave story, page 20.
Shave Silk Luxury Shave Cream, which retails for $14 for a 4-oz. tube, is formulated to be both a conditioning shave treatment, as well as a body treatment. It is surfactant-free and combines natural oils and moisturizers such as macadamia nut and jojoba oil, natural heather, glycerin, peppermint and eucalyptus. Body Gloss Shimmering Moisture Lotion is a light moisturizer designed to give skin a natural glow. It contains shea butter; hyaluronic acid and glycerin; apple fruit extract; heather extract; vitamins A, C and E, and orange, grapefruit and ginger extract. The Sexy Legs Luxury Shave Set retails for $29 and contains both full-sized products, as well as a toe ring, which the company feels is the perfect accessory to show off one’s legs.
The brand’s founders wanted the packaging to be reminiscent of the men’s line, but with its own appeal. “We wanted it to look like it could be the sister or cousin that has its own personality,” noted Dandurand. The packaging, which was designed by Lukasiewicz Design, is a shiny blue tube with a pink diamond-shaped label.
While executives from the company declined to comment, industry sources estimate Jack’s Girl could generate sales of about $1 million by yearend.
Jack’s Girl will make its debut in July in all Nordstrom doors, as well as in about 300 specialty stores and spas. Approximately 50,000 samples of each product will be distributed individually and on mailers. “We believe that once you experience this, you can really see the difference between this and other shaving alternatives for women,” said Emily Dalton, executive vice president of Jack Black. Plans for co-op advertising are being discussed. Jack’s Girl has plans to launch additional products going forward, which may include fragrance.
This story first appeared in the June 13, 2003 issue of WWD. Subscribe Today.