NEW YORK — Duckie Brown’s fashion show today will double as a staging area for two new Biotherm Homme tinted skin care products — so-called “instant skin enhancement for men.”
Just don’t call it makeup, or self-tanner, for that matter.
The facial treatment products, dubbed Power Bronze, are a bronzer and a concealer, says Biotherm Homme, each of which comes in two shades. They’ll be applied by the grooming brand’s artists to models fielded at 2 p.m. by Duckie Brown designers Steven Cox and Daniel Silver.
Biotherm Homme is a sponsor of the show, as well, and Duckie Brown’s fall presentation will be Biotherm Homme’s fifth consecutive season of aligning itself with the fashion label.
Biotherm Homme Power Bronze will be launched at retail in April in about 150 doors and at biothermhomme-usa.com, where there will be a significant online promotional push, according to executives at the L’Oréal-owned brand.
Power Bronze is billed as a skin care range whose tint is designed to provide a “healthy, fit glow,” said Roberta Weiss, senior vice president of marketing at Biotherm; “like a little bit of a tan, [as if one] has been skiing or on a golf vacation.”
Power Bronze Moisturizing Tinted Gel, $18 for 40 ml., and Instant Dark Circle Concealer, $16.50 for 10 ml., are different from other men’s cosmetics — think John Paul Gaultier and Jane Iredale — on the market, Weiss contended. While others are positioned more as makeup, she said, Power Bronze is touted as “enhanced” skin care. Of course, when Gaultier launched his Tout Beau Tout Propre color cosmetics line for men in 2003, he said, “I think men today are ready to give themselves the right to be beautiful.”
Said Weiss of Power Bronze, “This is not about coverage but treatment,” pointing to a list of ingredients that includes the brand’s proprietary Vitreoscilla Ferment complex; palm oil to protect; glycerin to moisturize, and vitamins E, B5 and C to revitalize and protect.
The product is slated to make its debut at selected Macy’s and Nordstrom stores. The range will be aimed at “young, professional” men about 25 to 40 years old, as well as college students, the gay community and Biotherm Homme’s existing customer base.Sampling of 5-ml. tubes in stores and online outreach via the Biotherm Homme Web site — which is said to ring up double the brick-and-mortar retail sales of the brand in the U.S. — is seen as key to the success of Power Bronze. Weiss said she could envision a body product as a possible addition to the line.
Industry sources estimated the four-item Power Bronze line could ring up close to $250,000 in its first year on the market.
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