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Decleor Tightens Men's Line With Essentials Collection
In an effort to refocus and grow its men's business, professional treatment brand Decleor has streamlined its men's skin care assortment with new products and packaging.
The line, which has been dubbed Men Essentials, includes five shaving and skin care items introduced globally in June, and is expected to reach full distribution in 50 U.S. spas this month.
Decleor, a subsidiary of Tokyo-based cosmetics giant Shiseido, first introduced men's shaving and treatment products eight years ago, a collection that eventually included 16 items before being phased out earlier this year.
"The men's category is growing for us," said Annie McCullough, vice president of marketing for the aromatheraphy-based brand, "so we wanted to give it the attention it deserves."
While men's skin care currently accounts for about 4 percent of Decleor's global sales, she added, the Men...