By  on July 21, 2006

NEW YORK — The Lucky Tiger brand, a 71-year-old men’s line sold in about 1,000 barbershops nationwide, is being adapted for the specialty store channel.

While the existing barbershop line will remain largely unchanged, six new Lucky Tiger products have been created, and will launch first at nordstrom.com Aug. 7, followed by 39 Nordstrom doors in September.

Bruce Last, co-president of Lucky Tiger Mfg. Co., along with his sister, Stacey Last Rosen, refers to the two different Lucky Tiger brands as “cousins.” He added that the “old-school” barbershop version of Lucky Tiger has a “cult, rockabilly following” — consumers who are fans of products such as “butch wax and hair grease.” Meanwhile, the “new-school” line is designed to appeal to guys who use products “to look good for themselves and be well-groomed.”

The brother-sister team formed the Goldens Bridge, N.Y.-based company to market the new line of Lucky Tiger products. Industry sources estimate the firm could generate $1 million in first-year retail sales.

The siblings also own a firm called At Last Naturals, which markets the Lucky Tiger barbershop line, a 30-item face and hair care collection, as well as a brand called Born Again, which is carried in about 3,000 natural products stores such as Whole Foods, Wild Oats and GNC. At Last Naturals is based in Valhalla, N.Y., and has annual sales of about $3 million.

Last and Last Rosen first started thinking about a new take on Lucky Tiger four years ago. “Men’s grooming has come around again,” said Last. “We felt Lucky Tiger was a strong brand and could capitalize” on growth trends in the men’s market.

The new Lucky Tiger line includes Face Wash, 8 oz. for $18; Face Scrub, 5 oz. for $19; Liquid Cream Shave, 5 oz. for $17; After Shave and Face Tonic, 8 oz. for $19; Face Moisturizer, 3.5 oz. for $28.50, and Eye Serum, 0.5 oz. for $28.50.

Each of the new products contains a minimum of three certified organic ingredients, noted Last, and several of the items employ a blend of orange, tangerine and grapefruit essential oils. Extracts of aloe, green tea, calendula and chamomile are infused into formulations.The products will be promoted through Nordstrom’s catalogue and at nordstrom.com. There also will be in-store visuals and sampling.

Future plans for the “new-school” version of Lucky Tiger include a trio of bath and body products called Head to Tail, which are slated to be launched next spring. Also, hair care products are planned for next year.

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