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NEW YORK — Looking to promote its new men’s grooming line, now available chain-wide at Duane Reade, the a|MEN|ity brand set up shop at Duane Reade’s flagship store at 40 Wall St., on Wednesday, to educate men on the brand, hand out samples and offer shaves and mini massages.
The a|MEN|ity brand, which is positioned as “the pioneer of men’s clinical grooming,” entered all of Duane Reade’s 250-plus locations in the spring. Prior to its launch in the New York market, the brand was available only in boutiques, through online grooming and beauty sites, and overseas.
The collection at Duane Reade is comprised of five products: gel face cleanser, shave cream, aftershave and face moisturizer, balm and antibreakout gel. Prices range between $14.99 and $29.99.
“Being from the greater New York area and having [worked] in the city for over a decade, I get a big thrill out of a|MEN|ity’s partnership with Duane Reade," stated a|MEN|ity founder and CEO Kimberly Pecoraro. "Our brand is growing and I can think of no better way to reach New Yorkers than to be in such a popular and user-friendly retailer. Our loyalists are career-driven, image-conscious men who are short of time, and they do a great deal of their grooming and skin care shopping in pharmacies, so Duane Reade is a natural fit. We want to be more available to our customers as well as make new brand converts.”
The formulas are made with a patent-pending ingredient complex, known as Pro-Form 6, which combines six ingredients (willow bark extract, rutin, provitamin B5 panthenol, bisobolol, hyaluronic acid and liposomal vitamins A, C and E). They are oil-free, fragrance-free and alcohol-free.
The line is designed to be multiaction, as many men do not like to have a regimen that extends beyond three steps, the manufacturer stated.