BeautiControl's new men's treatment products.

<STRONG>BeautiControl Revamps Men's Skin Care Line</STRONG><BR>CARROLLTON, Tex. — BeautiControl Cosmetics has overhauled its men's treatment lineup.<BR><BR>In April, the direct sales firm here began shipping a revamped and reformulated version...

BeautiControl Revamps Men’s Skin Care Line
CARROLLTON, Tex. — BeautiControl Cosmetics has overhauled its men’s treatment lineup.

In April, the direct sales firm here began shipping a revamped and reformulated version of its Skin Strategies for Men line, which now includes botanical extracts such as cucumber, eucalyptus, ginseng, rosemary and peppermint, among other herbs and natural ingredients.

BeautiControl executives said the Skin Strategies for Men brand, which includes six treatment items and two fragrances, is expected to triple the firm’s men’s treatment sales this year.

“It’s a pretty aggressive men’s skin care line and really puts us on the map in the men’s product category,” said Gary Jones, vice president of product development at BeautiControl, which is a division of Orlando, Fla.-based Tupperware Corp. “In the past, we’ve been more conservative with our men’s treatment offerings, but there’s a huge awareness among men about skin care and they want something that works fast with immediate results,” Jones added. “They know the necessity of preventative maintenance to help look their best.”

The line’s target customers are men aged 35 and older, with at least an upper-middle-class income. Products include a warming shave cream, after-shave balm, scrubbing gel cleanser, toning eye gel, moisturizer, and hair and body wash — plus colognes for both day and night. The assortment ranges in price from $12 to $25.

Skin Strategies for Men is sold by BeautiControl’s 93,000 independent consultants in the U.S., Canada and Puerto Rico. The firm posted sales of $200 million last year, up 23 percent. It was acquired by Tupperware Corp. in 2000.
Rusty Williamson

Watson to Up Stake in Marionnaud
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This story first appeared in the June 15, 2005 issue of WWD. Subscribe Today.

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