Sharps Daily Prep Oil-Free Lotion SPF 15.

NEW YORK — Niche men's grooming marketer Sharps Barber and Shop is getting into sun care while eyeing locations for — what else? — a barbershop.<BR><BR>First up for Sharps, which is projecting wholesale revenues of $3 million this...

NEW YORK — Niche men’s grooming marketer Sharps Barber and Shop is getting into sun care while eyeing locations for — what else? — a barbershop.

First up for Sharps, which is projecting wholesale revenues of $3 million this year, is a July launch of the brand’s fifth skin care product, an addition to its Daily Prep treatment line that’s dubbed Oil-Free Lotion SPF 15 — aka Take Cover.

“We wanted to create a daily SPF lotion that didn’t feel greasy and that was superlight,” said Larry Paul, Sharps’ president and creative director.

Oil-Free Lotion SPF 15 is perhaps most similar to Sharps’ existing Daily Prep Tuning Lotion, a facial moisturizer that was launched along with three other Daily Prep products last year. However, Tuning Lotion is a “vitamin-packed moisturizer that has oil in it,” noted Paul, unlike Oil-Free Lotion SPF 15.

Additionally, Oil-Free Lotion SPF 15, which is priced at $24 for 1.7 oz., features active ingredients such as gotu kola extract to soothe, arnica Montana flower extract to heal and wheat extract to firm.

Unlike sunscreens that can leave behind a white film, Paul claimed, Oil-Free Lotion SPF 15 “feels like a regular moisturizer.” And, while many sunscreens use the ingredient zinc oxide, the active sunscreen ingredients found in Oil-Free Lotion SPF 15, which is designed to provide wide-spectrum protection, include a 7.5 percent concentration of octinoxate and a 2 percent dose of avobenzone.

Last month, Sharps launched a bar soap called Happy Me All Over Soap. The item is a variation of Happy Me All Over Wash, which was part of the original half-dozen products Sharps launched in fall 2003. While the soap and wash both contain extracts of papaya, grapefruit and ginseng, the bar soap boasts mango butter. Sharps’ 15 products are expected to be carried in at least 340 doors by yearend, including Barneys New York, Paul Smith and Sephora.

As for plans for the company’s first freestanding barbershop, ideas are on the drawing board and Paul, along with co-founder Oliver Sweatman, who is chairman and ceo of Sharps, are searching for a location. “We’d love to launch the first location in New York,” Paul confided. “It’s very likely to be next year.”

This story first appeared in the June 3, 2005 issue of WWD. Subscribe Today.

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