Task Essential, a men’s personal care line produced in Switzerland and introduced in the U.S. last spring, is gearing up to launch new products and expand its limited distribution base. Its newest item is Happy Face, a 50-ml. self tanner priced at $28.
Task is on track to do $250,000 during its first six months in 17 doors in the U.S. Meanwhile, executives at MGL Associates, the New York-based firm that is managing sales and operations of the brand in the U.S., envision the label in 25 to 40 more doors in the next six months. That would put Task’s U.S. distribution base at between 42 and 57 doors, including select Barneys New York, Nordstrom and Bloomingdale’s stores, by February.
First-year retail sales of Task could reach $750,000 in the U.S., according to industry sources. The brand, which is marketed by Paris-based Task Essential SARL, made its debut two years ago in France, Switzerland, the U.K., Italy, Spain, Belgium, Korea, Japan and Hong Kong. Products are manufactured in Neuchatel, Switzerland.
“Our intention is to grow [Task] in existing stores and continue to roll it out with those retailers,” Chris Czajkowski, vice president of MGL, said of distribution plans at the three U.S. chains that carry the brand. “The idea of the brand is to keep it in tight distribution in the specialty arena. It’s a service-oriented brand, so we’ll [distribute] it only in stores that can nurture it.”
The addition of Happy Face self tanner next month will bring the Task assortment to 11 items.
Czajkowski said the line’s bestseller is Eye Rescue, a 20-ml. serum priced at $42, which accounts for as much as 25 percent of the business. Other popular products include Age Rescue, a 50-ml. antiaging lotion for $42, and Skin Feed, a 50-ml. moisturizer priced at $36.
“The products are based on the delivery of oxygen to the skin to boost collagen production,” said Czajkowski. Aside from oxygen molecules, which are encapsulated in a compound called perfluorodecalin, Task formulations contain vitamins and plant and fruit extracts. The perfluorodecalin “imitates the functions of hemoglobin, carrying oxygen to the body cells,” the firm claims.
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The Task assortment also includes Face Wash, 100 ml. for $19; a face scrub called New Skin, 75 ml. for $24; a shaving foam called Sweet Shave, 150 ml. for $14; an aftershave balm called Stop Burning, 75 ml. for $25, and Oxywater, a 150-ml. hydrating spray for $13. There’s also Wash Off hair and body shower gel, 150 ml. for $18, and Keep Fresh deodorant stick, 75 ml. for $14.
A sampling campaign that features packettes of the eye serum, antiaging lotion, moisturizer and aftershave balm, is employed to support the brand in stores. While Czajkowski was mum on details about future products, he said there are three new Task items planned for next spring.