Clarins is putting more of an emphasis on men’s shaving.

This story first appeared in the March 14, 2008 issue of WWD. Subscribe Today.

The firm, which introduced Clarins Men in fall 2002, is set to launch two aftershaves and an SPF 40 sunblock this spring.

The aftershaves, one of which is designed to soothe and the other to energize, are a first for the brand, which has so far taken a treatment — rather than shaving — approach to men’s grooming.

“We didn’t initially launch [Clarins Men] with shaving,” noted Caroline Pieper-Vogt, senior vice president of marketing for the Clarins brand, who added that positive performance of the men’s line and customer requests for shaving products led to the creation of the aftershaves.

The soothing aftershave (75 ml.), which is designed to repair and improve elasticity, and the energizing aftershave (100 ml.) are each priced at $24. The sunblock, called UV Protection ($40 for 30 ml.) targets guys who want “light, almost invisible, high-level protection every day,” said Pieper-Vogt.

The trio is expected to reach Clarins’ full U.S. distribution of about 1,200 stores next month and will primarily be supported via sampling. Industry sources estimate the new Clarins Men items could do $2 million in first-year retail sales.

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Clarins Men, which will include 19 products with the addition of this shave-sunblock trio, was said to be among the top seven men’s prestige skin care brands last year, according to market sources.

Other top players in the category included Clinique’s Skin Supplies for Men, Lab Series, Zirh, Anthony Logistics, Jack Black and Kiehl’s.