Sisley will introduce its first-ever men’s product in March, an all-in-one skin care product under the Sisleÿum name. Available in either a gel or cream formulation, the treatment provides moisturizing, antiaging, mattifying and post-shaving benefits.

This story first appeared in the December 30, 2010 issue of WWD. Subscribe Today.

The $265 product will be available at 100 department stores and 27 boutiques and spas in the U.S., including Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue and Bloomingdale’s stores, along with their respective e-commerce sites. Internationally, Sisleÿum will launch in more than 90 countries.

“We wanted to create a single product so that the male consumer doesn’t need to use anything else,” said Philippe d’Ornano, chief executive officer of Paris-based Sisley Cosmetics during a launch event at New York’s Soho House. “Men are looking for efficient and effective skin care solutions.”

The two formulations — the gel is lighter and more suitable for summer, while the cream provides more softness and comfort to skin during winter months — are both packaged in gunmetal, stainless steel canisters. Among the 18 active ingredients are extract of wild pansy to increase water circulation in skin, extract of white horehound for soothing and repairing action and olivine, a magnesium-rich mineral that helps reactivate the cell’s energy metabolism and combat oxidative stress.

Sisleÿum is meant to target men’s skin, which is thicker, oilier and more acidic than women’s skin. This means it shows signs of aging later than women’s, but once wrinkles appear they tend to be deeper and more noticeable, explained d’Ornano.

“Men have long enjoyed many of the products in our skin care range, which are all well suited to their needs, but some men have also asked us for a simplified routine, and Sisleÿum is the answer for them,” said Yves Le Breton, executive vice president of Sisley Cosmetics USA.

Founded in 1976, privately held Sisley does not disclose sales figures, but industry sources have estimated its total annual turnover at 500 million euros, or $663 million. According to d’Ornano, company sales will grow 17 to 18 percent in 2010.

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