Beauty brands and airport retailers are increasingly focusing on male travelers. That’s because “men’s skin care is the fastest-growing [beauty segment],” said Nigel Keal, head of category, fragrance and cosmetics, at World Duty Free.

This story first appeared in the November 7, 2003 issue of WWD. Subscribe Today.

“It’s up 25 percent,” continued Christian Courtin, president and chief executive of Groupe Clarins, whose men’s skin care line, Clarins Men, has been credited with growing the category at World Duty Free by 80 percent.

Also with an eye for guys is Shiseido, which unveiled at Tax Free its first full men’s skin care line — with seven units — called Shiseido Men.

As reported, its core target is 30- to 45-year-olds. The line will be introduced in parts of Europe, plus the United Arab Emirates and associated travel-retail shops this month. The line will hit Asian counters in May 2004 and the U.S. possibly in the first half of next year. Price points range from $23 to $46 at current exchange rates, or 20 to 40 euros.

“It’s very much a high tech line,” said Ariel Gentzbourger, travel-retail director at the firm, who added Shiseido Men responds to a consumer demand. “Many men are coming with lists [of products to buy],” she explained.

Currently, Shiseido is in some 50 travel-retail doors in Europe and plans by the end of 2004 to be carried in 120 worldwide.

Shiseido’s prestige fragrance arm, Beauté Prestige International (BPI), for its part, took the makeup route. As reported, it introduced the men’s color cosmetics line Tout Beau Tout Propre in select European domestic and travel-retail doors in September, and this month it’s entering the U.S.

“At most, it will be in 10 percent of our worldwide distribution,” said Eric Henry, chief operating officer at BPI.

“We’re asking retailers to always put the product with Le Male,” he added, referring to Gaultier’s best-selling scent. “We need assistance for this type of product.”

BPI also highlighted its Narciso Rodriguez For Her scent, currently being rolled out in highly selective domestic distribution and slated for introduction in corresponding travel-retail markets next September. Ultimately, its door count will be 130 to 150 globally.

Among other items BPI showcased was its new Eau de Parfum Classique scent for Jean Paul Gaultier.

“We found eau de parfums to be a growing business,” said Henry.

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