BeautiControl Menswear cologne will help "refocus" company efforts on men's market.

BEAUTICONTROL MENSWEAR SCENT AIMING TO ATTRACT "CASUAL" MALE CONSUMERS and tap into the "booming" men's fragrance market, the Carrollton, Tex.-based company said. BeautiControl Cosmetics is positioning Menswear cologne as a "clean, fresh, rugged" alternative to its first men's fragrance offering, "sporty, trend-oriented" Torch. While Torch features sweet, floral nuances, Menswear offers a "crisp, citrusy" wear, the direct-sales firm explained. BeautiControl's second men's fragrance is available now through the company's over 50,000 sales consultants.

BeautiControl's men's fragrance and toiletries market comprises 5% to 8% of the firm's overall sales, the company said. The planned extension of Menswear with ancillary products, such as an aftershave balm and shower gel, will "refocus" the company's attention on its men's business, BeautiControl predicted.

Menswear is slated to be featured in an upcoming issue of the company's tri-annual, four-color catalog distributed to consumers and consultants. The catalog is one part of BeautiControl's Client Connection marketing program, which also involves the distribution of smaller, two- and four-page catalogs and postcards announcing special offers, the company said.

The cologne is described in sales materials as a fragrance "as comfortable as a pair of khakis and as freshly scented as a newly washed linen shirt.... Menswear cologne evokes all that is masculine about today's man, from his corporate identity right down to his favorite leather jacket." The materials include a picture of a man's linen shirt, a cigar and the uncapped fragrance bottle with the text, "It's not only what you wear, it's how you wear it."

The "clean, crisp" scent opens with bergamot, lemon oil and orange oil top notes, leading to a heart of woody and herbaceous accords. The drydown consists of Cuban cigar, leather and cognac nuances. The Menswear juice was supplied by Creations Aromatiques. Menswear is presented in a clear rectangular glass bottle, topped with a black cap. A large capital "M" appears in black on the front panel, with "Menswear" printed in smaller type underneath. A 1.7 oz. cologne is priced at $28.

BeautiControl will further attempt to boost its men's category with a restaging of Regeneration alpha hydroxy skin care products for men, the company said. BeautiControl plans to change the positioning of the men's formulas and promote the products as shave items in an attempt to attract a greater men's consumer base, the firm explained.

To help communicate this effort, BeautiControl will conduct workshops for consultants explaining how to market the products directly to men, the company said, noting that most of BeautiControl's men's purchases are made by women. The programs will assist consultants in "simplifying" their sales presentations, BeautiControl said.

In the female sector, BeautiControl will follow-up the launch of its Regeneration Gold facial moisturizer with Eye Repair treatment. The "light cream-gel" "absorbs rapidly" to moisturize the eye area, and is formulated with a lower concentration of alpha and beta hydroxy acids than the facial cream, BeautiControl noted. The eye treatment also features the facial product's two-chamber packaging, which allows for separate dispensing of ingredients. Available June 1, the .5 oz. tube will cost $25.