NEW YORK — The Art of Shaving has become a more well-rounded men’s grooming brand with a venture into the body care arena.
Two products, Tangerine Body Wash and Body Balm, will be launched this week at about 20 stores, including selected Barneys New York, Neiman Marcus and Saks Fifth Avenue locations, as well as at the brand’s five freestanding shops.
Meanwhile, a freestanding retail push by the $25 million, Miami-based firm will result in as many as three store openings by yearend, according to co-founder Myriam Zaoui Malka.
The body wash and the balm, which are the first of at least four planned body care products, are to be joined in January by a body scrub and a shea butter-based moisturizer. The body care range will bolster an Art of Shaving assortment that includes shaving products, skin care items, hair care products and shaving tools.
The Art of Shaving store openings are slated to include a 1,000-square-foot shop with barber services in Los Angeles in October; a 700-square-foot space with barber services at the Roosevelt Field Mall in Westbury, N.Y., in November, and a 500-square-foot unit featuring only the brand’s product assortment in Lenox, Mass., in December or January.
Malka added that up to 10 freestanding store openings are slated for next year.
Now, however, the focus is on tangerine, the essential oil on which The Art of Shaving’s body care duo is based. “It’s good for all skin types,” Malka said of the essential oil. “It’s energetic, refreshing and soothing.”
The Tangerine Body Wash and Body Balm, which are both 6.7 oz., are priced at $22 and $28, respectively. They could combine to generate $250,000 in retail sales between October and December.
In the year it took to develop the products, Malka tapped her background in Ayurvedic medicine. That’s why the body wash boasts extract of the Indian herb neem, an antibacterial ingredient. And the body balm features gotu kola herbal extract to soothe. The wash also features antioxidant green tea extract; soy protein to moisturize, and jojoba, grape seed and avocado oils, also to moisturize. The balm employs Moroccan argan oil, an antioxidant, and grape seed oil. A tangerine bar soap, which is to be launched two months after the tangerine-based body care duo, will feature kokum butter, a moisturizer, Malka noted.
The additional body care products slated for January — body scrub and shea butter moisturizer — will employ tea tree essential oil, an antibacterial and anti-inflammatory substance.
Other Art of Shaving product launches will include a soy-based candle in October to complement the brand’s Sandalwood Eau de Toilette and a night cream in mid-September designed to help heal ingrown hair. The ingrown hair moisturizer will be priced at $40 for 1.7 oz.
Another area where The Art of Shaving is finding success is in the spa channel, where it works with about 150 upscale spa operators, including Canyon Ranch, the Four Seasons and the Ritz Carlton. The brand has developed a certification program for aestheticians who use its products for spa services, such as multiple shave treatments, aromatherapy skin treatments and scalp treatments.