Men’s personal care brand Body Tools Inc. has widened its face care range with the launch of five new treatment products.

This story first appeared in the April 3, 2009 issue of WWD. Subscribe Today.

And things have gotten off to a quick start for the newest products from the Riverside, Calif-based brand, which markets hair, face and body items.

The quintet of men’s products have so far registered $75,000 in retail sales after a rollout to 60 doors in the U.S. that began a little more than two months ago.

“We’ve had a face moisturizer and face and body wash,” said Al Wines, a cofounder of the five-year-old brand, “but nothing deep cleansing or gently cleansing.”

The range includes Moisturizing Face Cleanser, $19 for 8 oz., which employs macadamia and jojoba extracts as well as vitamins A and E. The Face and Body Scrub, also $19 for 8 oz., uses jojoba beads and oil and aloe vera to soothe the skin.

The line’s Deep Cleansing Mask, $23 for 4 oz., has magnesium hydroxide, for its purported antibacterial and anti-inflammatory properties. The Beta Hydroxy Acid Deep Cleansing Lotion, $21 for 8 oz., contains a 2 percent salicylic acid concentration for deep pore cleansing and to help soften dry skin.

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Rounding out the line is the alcohol-free Skin Recovery Toner, $14 for 4 oz., which uses glycering to balance the skin and allantoin as an anti-irritant. “It won’t burn after shaving,” said Wines.

He estimated that in their first year on the market the five products could ring up $200,000 in retail sales volume.

The full Body Tools assortment now includes 25 items with the additional facial treatment products. Prices range from $14 for the toner to $59.50 for the 16-oz. Citrus Body Armor — an SPF 15 product designed to protect the skin with a high concentration of vitamins E and C, retinyl palmitate and alpha lipoic acid.

The Body Tools brand is carried at venues such as Apothia Fred Segal, and spas and resorts like the Four Seasons in Maui and Atlanta.

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