Getting personal with a younger crowd

Drug Store News, August 22, 2005 by Antoinette Alexander

Personal care products geared toward younger consumers continue to represent a lucrative opportunity for manufacturers and retailers as evidenced by the influx of recent and upcoming launches.

Among the newest to the mass market scene is A&K Distributor's Full Throttle personal care line geared toward boys ages 12 to 18. The line, which will be available next month, is an extension of A&K's Full Throttle fragrance based on the Discovery Channel TV series "American Chopper." The fragrance, which targets men ages 25 to 40, is now sold at mass in an exclusive 1-ounce bottle.

The new personal care line includes body spray, anti-perspirant and body wash. The suggested retail price is $4.59 each.

Meanwhile, Unilever relaunched earlier this year its successful Axe Deodorant Bodyspray and launched new Axe Shower Gel.

While brands like Axe and Gillette's Tag Body Spray look to target young men hot on the dating scene, newcomer Pretty Tough is aiming to serve young female athletes ages 12 to 25.

The lifestyle brand has signed Evergreen Concepts as its worldwide licensing agency. According to Melissa Segal, principal at Evergreen Concepts, the goal is to find a manufacturer to take it from a small vertical business to a national business.

Apparel will be its cornerstone, but the brand will be extended nationally through other categories like personal care.