Avon will be swinging for the fences this summer by expanding its Derek Jeter fragrance franchise into a three-step skin care collection.
"We wanted to create a tightly edited collection that was quick and simple, yet effective because men don't like spending lots of time getting ready," said Claudia Poccia, president of Avon U.S. Beauty and global president of Mark.
Bowing in June, Derek Jeter Driven Skin Care includes Driven Oil Control Face Wash, Foaming Face Scrub, Ultimate Shave Gel and Moisturizer with SPF 15. Designed to cleanse, shave and treat, the line will be priced from $6 for the shave gel to $15 for the moisturizer. As a promotion for Father's Day, Avon will offer a travel and groom kit, including nail accessories, worth $10, with any $20 purchase from Avon's brochure.
Speaking in a telephone interview, Jeter said he felt it was important to create a line of products that was easy to understand. "I only spend about five minutes on my skin, and most guys don't spend lots of time in the mirror putting on a bunch of different products," said Jeter. "These products are quick and easy."
Already familiar with fragrance from his time spent developing Driven, the Yankees shortstop got a crash course on skin care while working with Avon to create the new collection. "It's been more of a learning process than it was with the cologne," said Jeter. "Besides shaving, putting on all these products was new to me. In the past, I would shave, put on some deodorant and run out the door. But when you get old, you have to start doing these things."
According to Avon, in a recent analysts' earnings call, the Driven fragrance generated $10 million in the fourth quarter alone, making it the company's largest men's fragrance launch.
"The launch has lifted our overall fragrance business and provided positive momentum to the whole category in terms of brand positioning and leveraging," Poccia said. "Now we're entering the next phase of our long-term partnership with the skin care line."
Avon's previous entries in the men's skin care market, Pro Sport Daily Performance and Pro Extreme Maximum Performance, were launched three years ago but never took off. "The men's ranges weren't positioned as well before," said Lily DeStefano, Avon's executive director of marketing of U.S. fragrance. "The combination of efficacious products and Derek's equity is really helping us move forward in men's skin care."
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)