Florentine beauty firm Derbe Srl has introduced a seven-item men’s grooming line called Terre di Amerigo.
This story first appeared in the June 3, 2010 issue of WWD. Subscribe Today.
The brand, one of several marketed by Derbe (or “of herb” in English), was named for explorer Amerigo Vespucci and, naturally enough, products have a nautical theme, with packaging that’s emblazoned with a sailing ship and a figure eight knot.
“It’s based on the life of Vespucci, a seafaring man, so the theme of the line and its packaging is sailing the seas,” said Deborah deGroff, who has imported Derbe’s Speziali Fiorentini bath and body care line via her New York-based firm, Dollars & Scents, for the past decade.
When asked what inspired Terre di Amerigo, deGroff responded, “The fact that Vespucci was from Florence and [Derbe] is based in Florence. They do a grooming line for everyone, [women], babies, pets — they didn’t want to leave men out.”
Herb and essential oil-infused Terre di Amerigo features a cologne, $48 for 3.3 oz., which is produced in-house by Derbe. The scent, a spicy fougère called Acqua di Vela, opens with bergamot and has a heart that includes red pepper, coriander and basil. The scent dries down into notes of nutmeg, tonka bean, birch and oak wood. In keeping with the seafaring theme, a blue rope is tied around the bottle’s cap.
Another highlight of Terre di Amerigo is the 1.7-oz. Anti-Wrinkle Cream, $45, which includes, birch juice, hyaluronic acid and echinacea extracts to protect the skin and prevent dullness and other visible signs of aging.
The Shaving Cream is priced at $22 for 4 oz., while the After Shave Balm is priced at $25 for 2.5 oz. There’s also Body & Hair Shampoo, $28 for 6.5 oz.; a 5-oz soap for $10, and a deodorant for $20.
The line, which just arrived in the U.S., is carried at Londons Bathecary, based in Charlottesville, Va., and at the retailer’s affiliated Web site, shoplondons.com.
Industry sources estimate Terre di Amerigo could ring up first-year retail sales of $100,000.
Mauro Cresci, who owns Derbe, took over his father’s pharmaceutical firm and refocused on producing cosmetics based on natural ingredients. The company, which was founded in 1966, markets an antiaging face care range called BioDerbe, an herbal hair care line called Vitanova, an athlete-oriented line called DerbeSport and a skin care line for adults and babies called Seres, products that are produced at the laboratories of Sesto Fiorentino.