NEW YORK — Launching a line extension under an existing brand is one thing. Creating a new category under that same brand is quite another. That’s what S.C. Johnson’s Skintimate shave brand has done with Skintimate After-Shave Gel, a product that creates a category in the mass channel to go hand-in-hand with its $100 million-plus shave gel business.
The cool, wet gel, however, does not look to replace lotions or moisturizers, many of which are richly formulated for dry skin. Instead, Skintimate After-Shave Gel looks to appeal to the woman who’s applying her hand and body lotion — and getting messy results — to her legs.
“Over 90 percent of women apply a moisturizing product after they shave but they are applying lotions that are too rich for legs, like hand lotions,” said Gary Lancina, the head of S.C. Johnson’s marketing for shave. “Legs, in general, don’t need that much moisturization.”
Skintimate After-Shave Gel is available in three versions. Two are fragranced with the brand’s most popular scents, Glistening Pear and Raspberry Rain. A third variant is designed for sensitive skin.
Formulas are made with aloe vera and vitamin E and are alcohol free. Packages are molded into easy-to-hold hourglass-shaped containers, which also can be placed upside down without spillage, thanks to a no-drip actuator. The aftershave gels will retail in March at mass retailers for approximately $3.99 for a 10-ounce container.
While Lancina would not comment on sales projections, industry sources estimate that the three new stockkeeping units could generate as much as $15 million for the new category.
Lancina admitted he didn’t believe the aftershave concept would work at first, but test marketing and consumer data proved otherwise. “We didn’t want to get into the lotion business,” Lancina added, “but we discovered that there was an opportunity to produce a product for moisturization for aftershave at the mass level.”
In addition to the aftershave gels, Skintimate has added two new flavors to its shave gel lineup, Skintimate Citrus Sun Tea and Rainforest Fresh. The new shave gel flavors will be line priced with existing Skintimate gels at $2.99
Sales of Skintimate, which include 13 items including the new stockkeeping units, reached $71.8 million in sales for the most recent 52-week period ended Dec. 29, up 1.7 percent from the prior year, according to Information Resources, Inc. Sales exclude scan data from Wal-Mart. Gillette, with its Gillette and Edge brands, dominate the category as the number-one vendor with more than twice Skintimate sales. Skintimate, however, is the number-one brand in the category.