NEW YORK — With a new skin care brand called Moxie for Men, founder Ryan Anderson is applying a bit of courage and determination in hopes of establishing a toehold in the growing men’s market.
Anderson, who left a job in software development to open a men’s spa called Moxie for Men (now called In Vogue Barber Spa) three years ago in Laguna Beach, Calif., sold that business last year and decided to focus exclusively on the product side of the industry.
“We got product in front of guys on a daily basis to get feedback before we developed [Moxie] products,” Anderson said of operations at the spa. “We got likes, dislikes, scents, colors and product types.”
The result? A nine-stockkeeping-unit line that includes citrus and unscented products grouped into three color-coded trios: shave (orange), skin care (white) and antiaging (black). Items range in price from $22 for pre-shave oil to $85 for a microdermabrasion scrub.
To “fill out” the assortment, Anderson plans to launch several body products this spring. Moxie, which was first introduced last fall, could generate $1 million in first-year retail sales, according to industry sources.
The assortment’s so-called “antiaging family” includes Reloaded age-fighting serum, $85 for 1 oz.; Erazer, $65 for 4 oz., and Double-Shot caffeinated eye cream, $45 for 1 oz. The “skin care family” includes D-Fense SPF 17 antioxidant moisturizer, $56 for 3.3 oz.; X-Foliator detox facial scrub, $36 for 4 oz., and Facial Fitness glycolic cleanser, $30 for 3.3 oz. The “shave family” includes The Balm soothing post-shave gel, $38 for 3.3 oz.; Spa Shave luxury shave cream, $30 for 5 oz., and Easy Glider pre-shave oil, $22 for 2 oz.
Anderson said he would like Moxie to reach about 40 resort and day spas in the U.S. by next month. He added that he’d like to expand that distribution base with an additional 20 doors in markets such as the U.K. and Canada this spring.