P&G ups presence in men's cosmetics with Boss Skin launch
about time to expand into the men's market. The proposed merger
with shaving name Gillette later this year should do much to
redress the balance and so should the launch of a new Hugo Boss
brand skin care range, reports Simon Pitman.
Towards the end of the summer P&G is planning to launch a brand new comprehensive line of skin care products onto the market bearing the up-market Hugo Boss label. Called Boss Skin the range will help to fill a hole in the consumer giant's portfolio that has been a long time in coming.
Growing evidence pointing to sustained long-term growth of the men's grooming market indicates that this is a category that no major player can afford to ignore any more. With the up and coming merger with Gillette, the skin care launch is a timely one that will fit into a developing portfolio that has until now remained largely untapped.
Boss Skin is an extension of P&G existing line of fragrances, which currently includes Hugo, one of the leading global male fragrances. The skin care range will be launched firstly in the UK this month, followed by France, Germany and Scandinavia.
The launch is also planned for the US market, though no specific date has been given yet, followed by other global markets in the course of the next year.
Hugo Boss management has said that it is aiming to forge new consumers with its range, citing that it would like to double the scope of the markets it is aiming at. To do this the division is aiming to create new consumers, specifically homing in on a individuals who already buy its fragrance brand but do not use skin care products.
Aimed at the upper end of the market, the leading competition in Europe will include Clarins, Biotherm, Shiseido, Lancome and Clinique - all of which have established men's skin care brands.
An extensive campaign for the Hugo fragrance range means that the brand is already well recognised in the personal care sector, an advantage that could prove particularly big in a category where marketing and advertising has not been extensive. An extensive marketing campaign is planned to coincide with the skin care launch.
The product line-up will include a total of eight product catering to cleansing, moisturizing and shaving needs. This includes a Smoothing Face Scrub, Shaving Gel and a Reviving Eye Gel.
