Axe unleashes Anarchy
LONDON — A decade ago, Unilever’s Axe revolutionized the American grooming industry with its launch and has since become a leading men’s grooming brand. Now the brand is aiming to make history again with its first-ever fragrance for her. Enter Anarchy.
Anarchy For Him and For Her are the first-ever pair of body sprays to launch at the same time at mass. Time will tell just how girls will receive Anarchy for Her, but the brand already has a strong female following. Of the more than 2 million fans on Facebook in the United States alone, about a quarter of them are female.
Young men boost grooming sales
Men’s body grooming has grown in popularity, especially among the younger generation, resulting in growth in the men’s grooming/shaving scissors segment at mass. According to data from SymphonyIRI Group, the category grew nearly 26% to more than $103 million for the 12 weeks ended Jan. 22 at food, drug and mass (excluding Walmart). The segment will likely continue to grow as manufacturers develop new innovative products, such as Clio Designs’ Hypergroom Body Groomer, a triple blade, battery-operated body groomer.
The article above is part of the DSN Category Review Series. For the complete Men’s Grooming Sell-Through Report, including extensive charts, data and more analysis, click here.
ReportersNotebook — Beauty Care, 2/27/12
SUPPLIER NEWS — Church & Dwight’s Nair has developed a line of hair removal creams and waxes for the body and face that are inspired by the hair removal and skin care secrets of Brazil. The new products, which are in midst of hitting retail shelves with full distribution expected by March, include: Brazilian Spa Clay Shower Power hair removal cream ($9.99), Brazilian Spa Clay Roll-On wax ($10.49), Brazilian Spa Clay Sensitive Face hair removal cream ($4.99) and Precision Face Roll-On wax kit ($7.99).
Burt’s Bees, a maker of natural personal care products, has developed a new collection, dubbed “Güd.” The collection includes hair care, body care and hand care in three fragrances — Orange Petalooza, Floral Cherrynova and Vanilla Flame — as well as one Target exclusive, Pearanormal Activity. Distributed in the same channels as Burt’s Bees, the collection aims to offer a modern, playful take on natural. The prices range from $4.99 to $11.99.
Coty’s Sally Hansen brand has teamed up with pop star Avril Lavigne to launch a limited-edition collection of edgy Salon Effects real nail polish strip designs inspired by the pop star’s signature energetic, no-frills attitude and straight-talking lyrics. The collection is comprised of 12 limited-edition patterns from skull-and-bones to funky leopard print. The collection is slated to hit retail shelves in April and will be priced at $9.99 each.