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Anthony Targets Women’s Market

Men’s grooming brand Anthony For Men LLC aims to gain a toehold in the women’s market with the launch of a unisex brand called Shaveworks.

As men’s grooming brand Anthony for Men aims to gain a toehold in the women’s market with the launch of a unisex brand called Shaveworks, the firm is rolling out selected product lines to metro-New York drugstore chain Duane Reade.

Shaveworks will initially include one product, an item called The Cool Fix, $25 for 5.3 oz., which is designed to treat ingrown hairs, razor bumps, razor burn and redness. The item is launching this month at Sephora USA stores, where it will be carried exclusively for the remainder of 2009.

“We’ve been wanting to get into the women’s market for some time,” said Anthony Sosnick, founder and president of Anthony for Men LLC, whose main subsidiary is Anthony Logistics for Men. “It’s a gender-neutral, or shared product, but it is targeted first and foremost toward women. If it takes off, we’ll expand Shaveworks.”

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The Cool Fix, which is also designed to moisturize, employs key ingredients like glycolic acid, salicylic acid and phytic acid, which are intended to exfoliate skin and combat bacteria.

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Sosnick anticipates that of the Shaveworks customer base, 60 to 65 percent of users of The Cool Fix may be women.

Meanwhile, Sosnick is rolling out into full distribution at Duane Reade’s 250-plus stores an 18-item assortment that’s divided into two subbrands: Anthony Sport for Men and Anthony Body Essentials.

While Sport was “originally developed for mass market, the opportunity to launch in all May [Department Stores Co.] locations presented itself,” said Sosnick. “After we launched in the May stores [in 2005], they were acquired by Federated [Department Stores Inc.] and after careful consideration, we decided to revert back to our original strategy of mass market distribution.”

So, Anthony for Men repositioned Sport a bid to appeal to guys who shop at mass.

“When the Duane Reade opportunity came, we thought it was the perfect fit,” asserted Sosnick.

Previously, Body Essentials was carried at Bath & Body Works flagships, and Anthony Logistics executives said they believed the timing was right to also launch Body Essentials along with Sport at Duane Reade.

The nine-item Anthony Sport for Men range includes face cleanser, eye cream, face scrub, SPF 15 face lotion, pre-shave oil, shave cream, aftershave, hand cream (priced $7.99 to $13.99) and a kit containing selected items in smaller sizes ($19.99).

The nine-item Body Essentials line includes body sprays and shower gels in four scents: Spirit (green spice); Courage (amber spice); Energy (cardamom zest), and Strength (fresh incense). The 3.4-oz. body sprays are each priced at $17.99, while the 8-oz. body washes are $14.99 each. There is also a kit called the Body Spray Sampler, which includes each of the body sprays in a 1-oz. size ($19.99).

Industry sources estimate the Shaveworks and Duane Reade initiatives could combine to generate upward of $3 million in retail sales during the next 12 months.