Method is launching in spring a design partnership with Cooper Hewitt and expanding its men’s offering, Method Men, to hair care.
Method Men launched in spring 2018 with a body wash and bar soap, and added deodorant this year direct-to-consumer and at Target. It is now offering a two-in-one shampoo and conditioner for $10.99 in fragrances sea and surf, cedar and cypress, juniper and sage, and bergamot and lime.
Hank Mercier, Method’s general manager for North America, said the body wash has done “enormously well” and the deodorant “is off to a really great start.”
Mercier said men gravitate to the products because they “absolutely love fragrance and are very fragrance-driven.” Also, the Method’s sea and surf body wash won the CEW award for 2019 men’s grooming. “It’s very reasonable that given the success we’ve seen so far we have a lot of interest in expanding the Method Men line,” he said.
The Cooper Hewitt collaboration, launching in February exclusively at Target, features the artwork of three female art pioneers, Barbara White and late artists Marguerita Mergentime and Ilonka Karasz. Each artist’s prints was used for the packaging of the gel and foaming hand washes, retailing for $3.49, and have corresponding fragrances that best match the artworks.
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Mergentime, a pioneer for 20th-century modernism who created textiles for Radio City Music Hall that are still in use today, is represented by her botanical print and a tropical fragrance formulation; the bottle for Karasz, a figure in 20th-century design who did cover illustrations for The New Yorker, has a fun, animal print and floral fragrance; and White, who studied Shibori paper artwork from Japan and traveled to the country on a Fulbright Grant, has a orange, yellow and pink pattern bottle with citrus fragrance.
“They were working behind the scenes for the names that commissioned the work from them,” said Method head of fragrance Suzanne McCormick, who worked on the collaboration and past design partnerships with Orla Kiely, Rebecca Atwood, Creative Growth and Minted. “One thing that we learned from Cooper Hewitt is the women inspire the designers today. Showcasing these designers and bringing it to life for up-and-comers early in their career is super exciting.”
McCormick also found similarities between the artists being commissioned to make artworks and the collaboration. “As we looked around the room, we were a team of women speaking to a team of women,” said McCormick about working with the Method design team and Cooper Hewitt. “They’re a terrific organization and an iconic institution and I’m proud to work with them.”