How do you court a consumer base not quite convinced they want or need what you’re selling? That’s the billion-dollar question for beauty and grooming brands wooing the men’s market.
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Last month, Canadian menswear brand Frank & Oak debuted Balsem, a new, in-house apothecary line. Described as “a refreshing upgrade from drugstore dullness,” the unisex collection’s 10 SKUs for skin, hair and body are available on the brand’s website and in its North American retail stores. Made in Canada and the U.S. by a manufacturing partner, the line incorporates Canadian-sourced botanicals like birch sap to help tone and hydrate the skin and willow herb to reduce redness.
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Groupe Marcelle has set its sights on the modern gentleman with the launch of a brand new skincare line, CW Beggs and Sons. The Lachine, QC–based company named the range after Charles Waugh Beggs, the entrepreneur who founded Marcelle toiletries in Chicago, back in 1874 (hence the city and date on this new packaging). Currently sold online at cwbeggs.com and Birchbox U.S., with plans for in-store distribution on the horizon, the extensive lineup includes both basics, like cleansers and moisturizing lotion, as well as more novel offerings, such as a $98 anti-aging elixir made with colloidal platinum, and two shades of a manly tinted moisturizer with soft-focus pigments. We spoke with François Lafortune, vice-president of marketing at Groupe Marcelle, for the new brand’s backstory.
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