DALLAS — BeautiControl Cosmetics Inc. here is jockeying to be a major player in the men’s skin care market with the introduction of Skin Strategies for Men (inset).
Launched May 1, the four-item regimen is expected to do $1.5 million this year, or 2 percent of the direct-sales company’s total business of $75 million, according to industry sources. “We’ve been in men’s treatment very lightly until now,” explained Richard Heath, president and chief executive officer of BeautiControl. “We think the protective and healing properties of Skin Strategies will make us a front runner in the category.”
Heath was referring to the allantoin, panthenol and vitamins A and E found in the products, which include a cleanser, priced at $7.50 for a 4.5-oz. tube; a 3-oz. exfoliating scrub for $11.50; a 4.5-oz. moisturizer for $13, and a 0.75-oz. eye gel for $15.
Packaged in pale gray tubes, the products are clear gels and have a clean, soapy scent.
The company first ventured into men’s skin care last year with the launch of Regeneration for Men, an alpha-hydroxy cream for the face and neck. Sales this year are projected at $1 million.
“Skin Strategies is a complement to Regeneration for Men,” Heath said. “It rounds out our skin care offerings for men.”
Skin Strategies isn’t the only thing new for men at BeautiControl. A new fragrance called Torch also made its debut May 1.
The spray cologne retails for $25 for a 1.7-oz. faceted glass bottle. First-year sales reportedly are projected at about $375,000.
Torch, with notes of fruits and flowers, differs decidedly from BeautiControl’s first men’s scent, a musk called Success. “Torch is more Nineties — much lighter,” said Heath.
Success’s sales are projected at $300,000 this year. It is a 2-oz. cologne and retails for $18.
Heath explained that as long as Torch does not erode the sales of Success, the first scent will stay in BeautiControl’s lineup.
BeautiControl currently has 37,000 sales associates and is the third-largest direct-sales cosmetics company in the U.S.
