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Soap & Glory Getting Into Men’s

Soap & Glory is gearing up to offer gag-filled grooming products for guys.

LONDON — Soap & Glory is gearing up to offer gag-filled grooming products for guys.

The brand, which historically offers a humorous spin on treatments and toiletries with products such as Sexy Mother Pucker lip gloss, will introduce a collection of up to nine products, starting in October.

“A lot of men don’t want to admit to using products,” said Marcia Kilgore, the London-based brand’s founder. “We’re in a position to make fun of using products. We don’t think men want to approach cash desks and seem to be serious about getting rid of their wrinkles. If it seems like he’s having a laugh, it’ll be more palatable for his ego, and of course the products work as we still want him to come back for that second purchase.”

While the packaging of Soap & Glory’s existing bath-and-body and skin care lines feature retro imagery, the men’s products will take a slightly different tack, according to Kilgore.

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“It’s a little more rock ’n’ roll and groovy, rather than retro,” she said.

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The collection will include shower gel, shaving cream, hair putty and a spot cream, as well as gift sets.

While Kilgore declined to discuss figures, she forecast the men’s collection will not represent more than 25 percent of Soap & Glory’s sales. According to industry sources, Soap & Glory, which bowed in 2006, generates annual revenues in the region of $50 million. In the U.K., where the brand is sold through Boots and Harvey Nichols, Soap & Glory’s sales grew 95 percent in the financial year ended March 31, according to Victoria Woodhead, the brand’s global sales and marketing manager.

In addition to adding a masculine arm, Kilgore is cooking up a plethora of bath-and-body and skin care items for the brand’s existing lines, as well as grooming and bath accessories.

“Other [brands] should be very afraid,” Kilgore quipped.

Soap & Glory executives are just as bullish about prospects in the U.S., where the brand launched in 2007 and is sold at Target.

“In 2009, we are budgeting for 68 percent growth in a tough market, helped by the launch of skin care, other exciting [new product development] later this year and additional initiatives,” said Woodhead, adding that a Soap & Glory gift set recently was featured on the cover of Target’s circular, which is distributed to 50 million homes in the U.S.

“Full-year 2008 sales came in at plus-47 percent to budget, and we experienced a 200 percent increase in sales on 2007.”