In a bid to further increase its men’s business, Aveda is aiming at a category guys use each day: shaving products.

This story first appeared in the August 27, 2010 issue of WWD. Subscribe Today.

The brand, which launched a comprehensive men’s hair care line in 2007 under the Pure-Formance moniker, will begin selling Aveda Men Pure-Formance Shave Cream and Dual-Action Aftershave in September.

“We’re targeting a male guest who is looking for high-performance products which are environmentally friendly,” said Becky Murphy, global senior marketing manager of styling and men’s for Aveda, noting men comprise approximately 30 percent of spa goers. “He’s not a granola guy, but strives to make a difference.”

The shaving business, observed Murphy, generally falls into two broad categories: functionality, which would include mass market shaving creams, and experience, encompassing higher-end department store shaving creams that offer a more luxurious experience through scents and higher-end ingredients. Aveda seeks to bridge that gap, said Murphy, by offering products that offer skin care benefits as well as functionality.

Murphy explained men have a weaker skin barrier function, a 25 percent higher collagen density, a higher rate of moisture evaporation and higher sebum production than women. The products were formulated to address these differences, she said. A proprietary phytoactive blend — which includes seaweed extract, licorice root, sage extract, plai oil and tamanu oil — is said to soothe and relieve skin irritation, as well as protect the skin’s barrier. The mix is also in the men’s hair care line. Certified organic essential oils of spearmint, lemon, vetiver and lavender add a subtle scent.

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Murphy noted the great majority of the brand’s ad spend this year will be done in the digital arena, as well as on “eventing,” a more grassroots approach that allows consumers to test the products. “Our brand is very experiential, and the one-on-one interaction will be a great selling tool,” she said. A male-specific facial also has been developed to accompany the products, said Murphy. The brand plans to distribute upward of 600,000 samples, including those intended to persuade women to buy the products for the men in their lives.

The line will be sold in Aveda’s full global distribution, comprising about 7,000 salons, spas and freestanding retail stores. In the U.S., Aveda is in about 4,700 salons, spas and stores, including the brand’s 135 freestanding Aveda retail stores.

While Murphy declined to discuss sales projections, industry sources estimated the two products would do about $7 million at retail in their first year on counter, with about 80 percent of that business likely to be done in the U.S.

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