One of the biggest attention-getters in hand cream these days is Heavy Duty, which incorporates an automotive concept with a retro edge.
“This product is nongreasy, rich and super-hydrating,” said Alexandra Volkmann, president of the company, which is based in Carmel, Calif. “I didn’t want to make a grandma cream gone bad,” she added, referring to some creams with an overpowering floral scent. “I wanted to do a gender-bender with an orange/vanilla scent.”
“For hands that do more than just wave,” as the caption on the bottom of the tube reads, Heavy Duty is packed into an authentic metal mechanic’s tool box display, which currently is available only to retailers. Volkmann has offered the tool boxes as promotional prizes for Fred Segal store employees, however.
The cream officially launched at Fred Segal’s Essentials boutique in Santa Monica in January. It is now carried in Nordstrom and many other specialty stores across the country, including upscale automobilia stores. Heavy Duty retails for $15.
Minnie Driver, Cameron Diaz, Jennifer Tilly, Helen Hunt and Lisa Kudrow are among the celebrities that have tried the cream.
Volkmann is projecting first-year volume of $5 million to $10 million.