The ecommerce site Profile4men.com is live. And, Nordstrom’s department store will carry the collection starting this fall, a move that anticipates successful sales online and that will set the brand up for a robust holiday season.
Appeal to popularity
While celebrity endorsement hasn’t done fragrance brands any favors lately, curated product lines like this one may get more traction with consumers. (The fragrance market is, however, having success in alternative spaces.)
The launch and Lowe’s remark that, “My goal, number one above all, was no bullsh–t,” has gotten a fair bit of attention in the press. WWD, Today and Elle have all covered the news, making sure the right sort of influential consumer will be talking about the brand and likely trying it out.
His, not hers
Profile is a men’s only collection that has been in the works for over five years. “This is not a repackaged women’s line with macho print,” Lowe told WWD. “This is formulated specifically for men’s skin, which is up to 30 percent thicker than women’s skin.”
He also chose to include anti-aging ingredients in every skin care item since collagen loss starts before middle age. Early anti-aging intervention is gaining ground as more and more people believe that it’s easier to preserve a healthy look than to recover it. And the flat-age mega trend is motivating consumers in this direction as well.
The fact that Profile products are developed particularly for the needs of men allows for line extensions into several other areas of personal care. For now, Lowe is working on a moisturizing sun care product. (Read more about how innovate brands are advancing multifunction sun care.) And hair care, as well as hair styling, products are in the planning stages too.
Necessities
Brands are continually updating formulations and marketing materials to platform men’s grooming products that meeting consumer expectations.
Lowe’s venture began with a skin care mission: “Provable results, ingredients that actually work as opposed to sexy-sounding sales gimmicks — it needed to be easy and hassle-free,” reports WWD.
And maybe that’s what will really distinguish Profile from cosmetics and care products that are simply affiliated with or named in honor of celebrities.
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