Can celebrities cash in with men’s skincare?

By Deanna Utroske

- Last updated on GMT

Can celebrities cash in with men’s skincare?

Related tags Skin care Human skin color Brand management

This month actor Rob Lowe launched a product line called Profile, which expands men’s grooming routines beyond before- and aftershave items to include serums and more.

The ecommerce site is live. And, Nordstrom’s department store will carry the collection starting this fall, a move that anticipates successful sales online and that will set the brand up for a robust holiday season.

Appeal to popularity
While celebrity endorsement hasn’t done fragrance brands any favors lately, curated product lines like this one may get more traction with consumers. (The fragrance market is, however, having success in alternative spaces​.)

The launch and Lowe’s remark that, “My goal, number one above all, was no bullsh–t,” has gotten a fair bit of attention in the press. WWD, Today and Elle have all covered the news, making sure the right sort of influential consumer will be talking about the brand and likely trying it out.

His, not hers
Profile is a men’s only collection that has been in the works for over five years. “This is not a repackaged women’s line with macho print,” ​Lowe told WWD. “This is formulated specifically for men’s skin, which is up to 30 percent thicker than women’s skin.”

He also chose to include anti-aging ingredients in every skin care item since collagen loss starts before middle age. Early anti-aging intervention is gaining ground as more and more people believe that it’s easier to preserve a healthy look than to recover it. And the flat-age mega trend​ is motivating consumers in this direction as well.

The fact that Profile products are developed particularly for the needs of men allows for line extensions into several other areas of personal care. For now, Lowe is working on a moisturizing sun care product. (Read more about how innovate brands are advancing multifunction sun care​.) And hair care, as well as hair styling, products are in the planning stages too.

Brands are continually updating formulations and marketing materials to platform men’s grooming products that meeting consumer expectations.

Lowe’s venture began with a skin care mission: “Provable results, ingredients that actually work as opposed to sexy-sounding sales gimmicks — it needed to be easy and hassle-free,”​ reports WWD.

And maybe that’s what will really distinguish Profile from cosmetics and care products that are simply affiliated with or named in honor of celebrities.

Learn more with Cosmetics Design
In a category as nuanced as skin care, having the right perspective can mean the difference between a win and a loss. But not to worry, advances in the anti-aging segment, global regulatory issues, trends and more will be covered in depth during the upcoming Skin Care Ingredients 2015 virtual event. Register for FREE now!

Related topics Brand Innovation Skin Care

Related news

Show more

Related products

show more

Innovation Sensations: The New Roaring Twenties

Innovation Sensations: The New Roaring Twenties

Accupac | 01-Mar-2023 | Technical / White Paper

It may be difficult to envision a post-pandemic consumer market, but beauty care is poised to experience a surge of growth and innovation not seen in some...

Breaking Into Darker Skin Cosmetics

Breaking Into Darker Skin Cosmetics

Tagra Biotechnologies | 21-Feb-2023 | Product Brochure

DeeperCaps™ provide increased formula stability for cosmetic manufacturers. The innovative microencapsulation technology prevents pigment mixing and capsules...

Gentle skin exfoliation with Glucono-delta-Lactone

Gentle skin exfoliation with Glucono-delta-Lactone

Jungbunzlauer | 14-Nov-2022 | Clinical Study

Jungbunzlauer’s glucono-delta-lactone (GdL) is a polyhydroxy acid known as a mild, effective exfoliating agent. Its beneficial impact was proven in a four-week...

Related suppliers

Follow us


View more