Anthony Logistics Men's Skin Care Bows In Sephora Doors In September
This article was originally published in The Rose Sheet
Executive Summary
Anthony Logistics for Men skin care will debut in Sephora doors in September with 26 core products broken down into four areas: hair care, shave, face and body. Future extensions include Anthony Sports and Anthony Sun.
|
Anthony Logistics for Men skin care will debut in Sephora doors in September with 26 core products broken down into four areas: hair care, shave, face and body. Future extensions include Anthony Sports and Anthony Sun. The line fills a gap in the men's market, the New York City-based company maintained, since most grooming products are found either in shaving lines or are fragranced ancillaries. Understanding men do not prefer heavy scents, Anthony Logistics is mildly fragranced with essential oils like citrus, eucalyptus and mint. "We wanted this to be easy for men to understand. Most of them don't know anything about [alpha hydroxy acids] and so forth," the company said. The products also contain glycerin and aloe vera. To further appeal to men, packaging is kept clean and simple, with clever product labeling broken down into "objective," "strategy" and "method of use." Astringent After Shave labeling, for example, states the objective: "Feel good. Make the holes in your face smaller. Stop Being Shiny." The strategy is "A mild astringent that will make you happy to be clean," while the method of use directs men to "splash generously on face after shaving or cleansing." Other products include Sport Stick SPF 15, which encourages men to "Laugh at the sun; sneer at the wind." Each bottle and tube is marked with a blue ribbon; the company donates a portion of the proceeds to prostate cancer research. The products range from $8-$30 each. Two travel kits will be exclusive to Sephora, with additional sets to roll out over the next few months. To back the launch, Anthony Logistics will sample 500,000 tubes of 10 key products. A Web site, www.anthony.com, will be launched to accompany the line with information on the products and men's health in general. A store locator will ask men to enter their zip codes to find the nearest retail location, while an "Ask Anthony" feature will answer questions from consumers. Specialty events, possibly involving Hollywood celebrities, also are in the works for later in the year. Finally, consumers will receive cards each month detailing information on issues related to men's skin care. The subject of the cards will change monthly. |