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Somersets crosses the pond

BY Antoinette Alexander

ARLINGTON, Mass. — Somersets, a line of shaving and skin care products, is known for its signature bullet-shaped packaging for its shaving oil. Now the company is looking to further broaden its portfolio in 2015 with new shave products for women.

(Click here to view the full category review.)

Highlighted at the recent National Association of Chain Drug Stores Total Store Expo in Boston, Somersets is launching its new Extra Delicate Shaving Gel with salicylic acid and seven essential oils to help banish bumps and blemishes; Detoxifying Bikini Zone Scrub, which uses jojoba beads to wash away flaky surface cells; and Soothing Bikini Bump Balm, which is made with essential oils to help protect skin.

The brand, which hails from the United Kingdom, is no doubt making headway stateside. Earlier this year, the company announced a retail partnership with Walgreens. The Somersets Extra Sensitive Shaving Oil for Men rolled out in more than 6,800 Walgreens locations, and Somersets After-Shave Face Balm rolled out in approximately 1,800 locations.

 

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Utilizing targeted marketing to drive sales

BY Antoinette Alexander

Today’s budget-conscious consumer seems to be having an impact on the shaving cream segment as private label enjoys robust double-digit growth, and overall category sales fail to impress. Manufacturers, however, are banking on enhanced formulas and targeted marketing to drive change.

(Click here to view the full category review.)

According to the most recent 52-week data from IRI, sales of shaving cream inched up less than 1% at U.S. multi-outlets. Amid a sea of sales declines of brand-name players, private-label sales soared nearly 44% during the period.

Several manufacturers are hard at work churning out enhanced formulas that promise to deliver and are setting their sights on specific markets to fill unmet needs. Among those is Hue for Every Man. Looking to expand into retailers and specialty stores nationwide in 2015, Hue for Every Man is a line of men’s grooming products designed for the multicultural market. The collection includes Hue Shave Therapy, which contains jojoba beads and volcanic minerals to exfoliate and prevent ingrown hairs.

Earlier this year, Unilever launched the Dove Men+Care Expert Shave range, marking the brand’s first three-step approach to shave. Positioned as an “upgraded shaving experience,” the regimen includes pre-shave, shave and post-shave products. Among the lineup is the Total Comfort Shave Cream designed for men with dry skin.

It also is important to note that getting a close shave can be especially challenging for teens with acne and men with tough beards.

“Most people with shaving issues experiment with different razors, but they don’t consider what small changes in their routine, shaving technique or shaving cream could do to stop nicks, cuts, red bumps and razor burn,” said Kyle Schroeder, co-founder and managing partner of Cremo Co., maker of Cremo Shave Cream.

Founded in 2005 and once available only at select boutiques, Cremo Co. dropped its retail price by about 60% and became more widely available in store locations and online retailers. According to the company, what sets its shave cream apart is that it has no air and no trace ingredients; it’s a cream with super-lubricating, highly slippery molecules that have been specially compounded with other skin conditioners.

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P&G’s FlexBall turns heads

BY Antoinette Alexander

NEW YORK — Just when you thought the shave segment had seen it all, Procter & Gamble’s Gillette made waves earlier this year when it launched its new Fusion ProGlide with FlexBall technology.

(Click here to view the full category review.)

The new razor promises to change the face of shaving by allowing each cartridge to ride the facial contours for more constant contact to help get virtually every hair. According to P&G, a man’s face hosts an average of 25,000 hairs to trim.

The razor had wide in-store availability beginning in June and, for the 12 weeks ended Aug. 10, generated more than $9 million in sales at U.S. multi-outlets, according to IRI data.

The FlexBall technology builds on an innovation that Gillette brought to shaving in 1977 with the first-ever razor pivot.

Features of the new FlexBall razor include:

  • A reimagined handle that gives the cartridge a fuller range of motion, responding to contours and maintaining close contact to get virtually every hair; and
  • More ergonomic grip for precise control.

It has a suggested retail price of $11.49. A power version has a suggested retail price of $12.59.

 

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