Men’s grooming brand Lucky Tiger, which turned 75 this year, has branched out from the shaving and facial skin care business into body care with a line called Head to Tail.

This story first appeared in the May 13, 2010 issue of WWD. Subscribe Today.

As part of a move to enter the “natural products retail space,” Stacey Rosen, vice president and co-owner of At Last Naturals Inc. — Lucky Tiger’s parent — said Head to Tail is rolling out to about 2,000 doors, including Whole Foods, The Vitamin Shoppe and Pharmaca Integrative Pharmacy, as well as Dillard’s.

The range is slated to reach full distribution this month, after reaching in March upward of 175 gift stores and apothecaries, like Caswell-Massey, which distributes Lucky Tiger in both the apothecary and gift markets.

Head to Tail includes a 2-in-1 shampoo and body wash, a 2-in-1 deodorant and body spray and an antiacne and blemish soap. The paraben-free products are infused with organic ingredients and antioxidants, and a lip balm accompanies the trio.

“We wanted to do a body line [a few years ago], but the market changed and we pulled back,” said Rosen. “Now that we’re celebrating our 75th anniversary, we wanted to launch the body line.”

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Products are formulated with botanical ingredients grown in upstate New York at an organic farm that is a certified Quality Assurance International processor.

Head to Tail Shampoo and Body Wash, $18 for 8 oz., is infused with mint and citrus and uses peppermint oil to prevent irritation and rosemary extract to nourish the skin. The deodorant and body spray ($18 for 3.4 oz.), which features vitamins A, C and E, employs vetiver to moisturize, rosewood for its antioxidant qualities and grapefruit-seed extract to fight free radicals.

The acne and blemish soap, $19.50 for 3 oz., is designed to control oil buildup and has aloe vera to heal the skin. Finally, the peppermint lip balm, $6 for 0.15 oz., contains sunflower, peppermint and jojoba oils; beeswax, vitamin E, rosemary extract and calendula.

Valhalla, N.Y.-based At Last Naturals had total revenues of $4.3 million in 2009, according to industry sources, who added the Head to Tail range could boost that figure by $500,000 in its first year on the market. Lucky Tiger accounts for about 40 percent of At Last Naturals’ total business, which also includes perimenopausal and menopausal products and women’s skin care products.

At Last Naturals also markets a line of about 20 Lucky Tiger products found in about 1,000 barbershops. The assortment for barbershops, where the brand got its start in 1935, includes hair tonic, aftershave cream, styling wax and moustache wax.

The specialty- and natural-products-store-positioned Lucky Tiger assortment now numbers 10 products, including Head to Tail and the existing shaving and facial skin care items.

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