Arcona wants to offer men the sophisticated skin care range its chief executive officer believes they deserve.

This story first appeared in the January 15, 2010 issue of WWD. Subscribe Today.

“We really do take care of ourselves,” said Kevin Anderson, Arcona Inc.’s ceo, of his gender. “We work out. We get our hair cut. We wear colognes. The one thing that really is missing is skin care. We need to open this channel up for men so they are comfortable.”

Arcona Men, which entered Arcona’s spa in Santa Monica, Calif., late last year and recently begun rolling out to the brand’s outside distribution, is launching with eight products: Resolve aftershave balm for $24; Clarity aftershave and spot repair for $28; Consistency daily facial hydrator for $42; Efficiency antioxidant facial cleanser for $38; Overtime nighttime facial repair treatment for $52; Productivity facial scrub for $42; Proficiency face and body toner for $32, and Restore antiwrinkle complex for $38.

For men reluctant to start a complex skin care regimen, the products, which are free of petrochemicals, parabens and sodium lauryl sulphates, contain a variety of active ingredients to serve multiple purposes. For example, Resolve is designed to combat blemishes and soothe skin after shaving with ingredients such as salicylic acid, aloe and green tea extract. Consistency aims to hydrate and address antiaging concerns using Matrixyl 3000 to encourage collagen formulation, syn-ake peptides to target fine lines, and antibacterial totara extract to help balance skin.

Arcona Men’s packaging was chosen to satisfy masculine tastes, but not to deter women from purchasing the line for the men in their lives or themselves. Boxes are gunmetal; components are clear, cloudy white and silver, and formulas are mostly shades of green, white and yellow.

“Men like when something says ‘man,’” said Bethany Wojtech, director of sales for Arcona. “Most of our accounts don’t have a lot for men and, if they do, it is more of a unisex line where they have a few products that men like. We needed to be packaged differently.”

Arcona’s skin care products are sold in around 100 spas, salons, shops and online retailers. In appropriate locations, a service called a Gentlemen’s Refresher Facial, priced at around $100 for 60 minutes, can complement the products.

Wojtech predicted Arcona Men would spread to 70 to 80 percent of Arcona’s existing accounts by 2011, and industry sources estimate the line would generate between $1 million and $1.2 million in revenues at the same time. Wojtech added, however, that Arcona believes it can double the number of doors it is carried in by 2012, aided by new distribution at the likes of golf clubs and resorts it can pick up with the addition of Arcona Men.

Guy Lacey, director of products and services at Gene Juarez, said members of a Gene Juarez focus group “loved the masculine appeal, performance, scents and packaging [of Arcona Men] and would love it in their gym bag.”

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