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Anthony Logistics for Men is betting a series of upcoming skin care and shaving introductions will drive wholesale sales of the company to $30 million in the next year.
This month, the firm will introduce Body Essentials, an eight-item range of shave creams and shower gels that are tied into the brand’s existing quartet of body sprays. Then, in October, the firm will introduce two items, Ingrown Hair Treatment and Self Tanner with Anti-Aging Complex.
All told, the launches could generate upward of $4 million in wholesale sales volume in their first year, according to industry sources.
“With men, ingrown hairs are one of the biggest problems in shaving,” said Tony Sosnick, company founder and president. “We found that phytic, glycolic and salicylic acids in combination in the formula have really been effective.” The product, $25 for 2.5 oz., also features pentavitin, a humectant designed to moisturize, and willow herb extract and lavender oil to calm and soothe.
Explaining the reason for combining antiaging properties with a self-tanner, Sosnick said, “We found that guys who were looking for self-tanners were also looking for antiaging benefits and antioxidants.” Self Tanner with Anti-Aging Complex is $28 for 2.5 oz. The product employs extracts of bilberry, sugarcane, sugar maple, orange, lemon and apple to exfoliate and smooth the skin; peptides intended to target fine lines, firm and brighten the complexion, and green tea extract, an antioxidant.
Body Essentials comprises four 6-oz. shaving creams, each $15, and four 8-oz. shower gels, each $18. The range is divided into four scents — there’s a shave cream and shower gel in each fragrance family — dubbed Strength (incense), Spirit (green tea), Courage (amber) and Energy (cardamom). A set of four soaps in the same scents, which will retail for $25, will bow later this month.
The original four body sprays, launched last fall, garnered as much as $900,000 in their first eight months on the market, according to sources.
There are plans for the Anthony Logistics brand, which comprises 81 products, to reach 2,000 doors in 20 countries — including 1,200 in the U.S. — by yearend. The U.K., France, Germany and Italy are among the brand’s biggest overseas markets. In the brand’s U.S. distribution network are retailers like Nordstrom, Sephora and Bath & Body Works’ flagships.
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Ingrown Hair Treatment and Self Tanner with Anti-Aging Complex are slated to reach the brand’s full distribution; Body Essentials’ placement is expected to be more limited.