NEW YORK — Skin Supplies for Men hopes to keep the momentum of last year’s relaunch alive by introducing shaving, hair and body care products this spring.
The men’s grooming brand, which is part of the $2 billion Clinique franchise of the Estée Lauder Cos., also wants to remain the leader in men’s prestige skin care. The number-two brand, Lauder-owned Lab Series, has set the stage for a sibling rivalry by stating its own goal of taking the top spot in men’s prestige skin care by 2008.
Last year, sales of Clinique’s Skin Supplies increased 10 percent, thanks to a relaunch of the range last spring. Now, the brand plans to introduce in March four new products — Exfoliating Body Wash, Soothing Shave Oil, Hair Maximizing Serum and Hair Maximizing Shampoo.
Discussing the upcoming launches, Elizabeth Spruance, vice president of global marketing for Clinique, said: “We’re trying to continue [last year’s relaunch] momentum.”
Skin Supplies will take a two-tiered approach in March by launching the body wash in its full distribution network of 2,200 department store doors, while simultaneously introducing the shave oil, shampoo and hair serum in 200 specialty store doors.
“This is where we find our more sophisticated male consumer,” Spruance said of the specialty store channel. “It’s more of a specific sell,” she added, noting that Skin Supplies’ market share in specialty stores is greater than its share in department stores. Male specialty store shoppers “are more skin care savvy,” said Spruance.
Exfoliating Body Wash is priced at $16 for a 6.7-oz. tube and has a more “mainstream” appeal, Spruance noted, hence the planned launch in wide department store distribution. Soothing Shave Oil, at $13.50 for 1 oz.; Hair Maximizing Serum, at $18.50 for 4.2 oz., and Hair Maximizing Shampoo, at $14.50 for 6.7 oz., will be launched at specialty stores such as Saks Fifth Avenue, Neiman Marcus, Nordstrom and Bergdorf Goodman.
In total, the four products could do $7 million in first-year retail sales volume worldwide, according to industry sources, of which $1.5 million is expected to be generated in the U.S. market.
Through November, Skin Supplies reportedly had a 36 percent share of the men’s prestige skin care market, which amounts to about $23 million in retail sales volume in U.S. department stores.
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The category as a whole did $46 million in sales from January 2005 through September, a 15 percent jump compared with the same period in 2004, according to NPD Group.
“The market continues to grow at double digits and we don’t expect to see that slow down anytime soon,” said Spruance.
Hair Maximizing Shampoo and Serum are designed to work together to maximize volume by increasing hair diameter, preserve existing hair by promoting a healthy scalp, supply energy to skin cells and reduce excess oil production. Company research suggests that using the two hair care products combined over a period of eight weeks reduces hair loss by 36 percent.
Meanwhile, Soothing Shave Oil is designed to reduce redness and irritation and increase moisturization. Additionally, Exfoliating Body Wash contains salicylic acid to help exfoliate and round exfoliating beads designed to be gentle on the skin.
While Clinique typically markets separate cleansing and exfoliating products, the Skin Supplies for Men Exfoliating Body Wash is a two-in-one cleanser and exfoliator “because men want convenience,” said Debra D’Aquino, vice president of global product development for treatment, Skin Supplies for Men and fragrance.
The four new products will be promoted via online campaigns with retailers as well as through a sampling effort comprising nearly 350,000 packettes prior to Father’s Day.