Men’s grooming brand Nickel is introducing an antiaging skin care brand called Maxymum, comprising a pair of facial treatment items that launched last week and is to roll out to the brand’s 100 U.S. doors in the next three months.
This story first appeared in the August 5, 2010 issue of WWD. Subscribe Today.
The products, Time-Fighting Facial Concentrate, $72 for 50 ml., and Eye Concentrate, $50 for 15 ml., made their debut at the Nickel Spa and at Clyde Chemists in Manhattan.
“In antiaging, products are emerging regularly with new discoveries to fight aging, wrinkles and to give the skin a younger look,” said Francois Damide, executive vice president of Los Angeles-based Berjang Parfums & Cosmetiques USA, which distributes Inter Parfums Inc.-owned Nickel.
“We have an antiaging line called Silicon Valley,” which targets the first signs of aging, he said. Maxymum is intended to complement Silicon Valley because it has “a different type of ingredient,” Damide said, referring to Maxymum’s oxygen complex.
Considered by Nickel as being “key” to the 14-year-old company’s overall business development, Maxymum formulations employ silicon and are infused with oxygen that’s intended to create an air-cushion effect under wrinkles and help flatten them out. The combination of ingredients is said to firm over time by boosting cellular respiration and stimulating collagen production.
Plans call for Maxymum to reach boutiques such as New London Pharmacy, C.O. Bigelow, the Limelight Marketplace and MiN New York, among others.
In addition to the independent boutiques, Nickel is carried at 30 Dillard’s stores. Referring to the limited distribution strategy, Damide said: “It’s a luxury product. We want to make sure it’s in the right environment.”
The full Nickel assortment, which ranges from about $24 to $80, comprises 25 items, including shaving products; facial skin care items such as eye gel, toner, masks and moisturizers, and body care offerings like firming gel, massage oils and scrubs.
Berjang handles Jacomo fragrance, in addition to distributing scents for babies and children from Parisian children’s wear firm Jacadi and France-based IKKS.
Jacomo was repositioned with the April launch at Henri Bendel of the Art Collection by Jacomo Paris, three newly designed eaux de parfum — dubbed #02, #08 and #09 — whose packaging was illustrated by artists Cecilia Carlstedt, Daniel Egnéus and Stina Persson, respectively.
The Jacomo scents are carried at about 10 locations — including New London, Bigelow and Indiescents.com.