The UK-based Boots Group is attempting to follow on with the success of its No7 skin care range for women in the US with the launch of the men’s skin care line in the country.
The range is being made available at leading retailers across the country, including Walgreens and Duane Reade, and will also be made available on the Walgreens website, as well as Boots US-dedicated online shopping channel.
The retail distribution is part of an extended distribution deal with Walgreens, which has already seen the Boots No7 skin care range for women made widely available in the US and become a best seller.
Building on retail alliance with Walgreens
The alliance with US retailer Walgreens has helped give a significant boost to it No7 anti-ageing range in the US, mirroring the huge increase in sales in the domestic market, following BBC’s Horizon documentary, which singled out the brand as being a particularly effective anti-ageing treatment.
The company launched its No 7 brand in Walgreens flagship Hollywood store last year, with the rollout now being extended to three other flagship stores across the United States since then.
The full range includes an Intense Moisturizer, Serum, Face Wash, Face Scrub, Hair & Body Wash, together with a Rapid Revival Eye Roll On.
“We’re thrilled to introduce our No7 Men skincare products in the U.S. through our partnership with Walgreens,” said Gordon Farquhar, managing director, Boots Retail USA.
“We know that there is a huge interest and need for great skincare options for men, and No7 is a brand with a rich heritage and proven science. We see this as the beginning of a successful partnership with Walgreens and look forward to introducing even more products for men from No7.”
Following in the footsteps of Bulldog
Boots move in on the men’s grooming market comes hot on the heels of another UK provider Bulldog, which launched a range of three products on the market back in May of this year.
The new products include a specialist skin care product for sensitive skin, a shower gel and an anti-ageing moisturizer said to deliver younger looking skin in four weeks.
The product line up is available at selected Whole Foods Market stores and online.