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The new limited-edition fragrance John Varvatos Vintage plays on the fashion trend for vintage clothing and style |
US. Male grooming specialist Zirh International Corp is undergoing a major global push with its three niche brands Zirh, John Varvatos and Corduroy. The New York-based company displayed its product range at the TFWA World Exhibition in October.
Founded in 1995, Zirh International has come on in leaps and bounds since 2003, when Shiseido acquired 100% control of the company, upping its stake from 51%. The deal allowed it access to some of the most technically advanced laboratories in the world.
In another key development during that same year, Nicholas Ratut was appointed Executive Vice President and Chief Operating Officer. Ratut is one of the cosmetics industry’s most experienced travel retail and international executives. Before Zirh, he was Executive Vice President and Chief Operating Officer at Adipar, the US distribution subsidiary of Escada Beaute before its acquisition by Wella.
And, at the end of 2003, Zirh International proceeded to buy the John Varvatos skincare and fragrance licence, completing a hat-trick for the firm in less than one year.
The company’s philosophy is simple: to create high quality skincare for men. Although its brand names are strongest in the US, Canada and the UK, the products have become popular in many Asian countries.
Zirh International has three key brands: Zirh is a simple, no-nonsense skincare marque packaged in signature silver and blue tubes; Corduroy is Zirh International’s first foray into the men’s fragrance sector; and John Varvatos offers a stylish skincare and fragrance line developed closely with the high-end New York menswear designer.
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John Varvatos Skin |
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John Varvatos signature edt spray |
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John Varvatos Vintage |
John Varvatos skincare and fragrances
The John Varvatos franchise boasts the John Varvatos Skin collection, which made its debut in 2005, as well as two fragrances: the signature John Varvatos line, introduced in 2004, and the newly launched Vintage, playing on the fashion trend for vintage clothing and style.
“We work closely with John Varvatos on everything to do with the Skin line and the fragrances,” said Jacqualine Anderson, Zirh International’s Director International Sales and Marketing. “This includes the look and design of the bottle and the packaging – he’s very closely involved and knows exactly what he wants. The skincare line is very important to him and it was a major launch.”
John Varvatos is certainly a hot name in the fashion world. His Spring/Summer 2007 mainline catwalk collection and his second casualwear line, John Varvatos USA, received rave reviews in New York. He has created a collection for the trendy Converse sneaker brand and has just struck a deal to design the first Converse sports clothing line for men and women. A signature line of sunglasses and eyewear has also recently been launched.
So what does John Varvatos want for his own skincare brand? His overall vision is carefully translated into both the skincare and fragrance products. The designer says: “The John Varvatos men’s lifestyle collection values casual, modern elegance, attention to detail, and relaxed sophistication. The line boasts old world craftsmanship, masculine silhouettes, and a modern ease, balancing cut, colour and proportion. There is a vintage feel and a modern edge to our clothes.”
Varvatos also demands technologically advanced products which are practical and effective. The 16-sku Skin collection is produced in the hi-tech Shiseido laboratories to bring the latest breakthroughs in dermatological research, the highest quality ingredients and formulas containing nutrients and natural extracts. Core products are Essential Face Cleanser, Face Scrub, Hydrating Face Moisturizer, Shave Cream, Face Revitalizing Gel, Post Shave Cooling Gel and Eye Serum.
As with his fashion collections, Varvatos aims to pair the luxurious and the casual with products that aim to be uncomplicated, effective and yet pleasurable to use. The masculine, functional bottles are pale green in colour with a silver band across the top bearing the John Varvatos logo.
As one of the few designer men’s skincare brands on the market, John Varvatos Skin has a high price point (the moisturiser retails at US$65) and a very tight distribution. In the US, there are just 50 doors, and in the UK, only Selfridges and World Duty Free are stockists. The range has been performing particularly well in Asia, notably Singapore, Thailand, India, the Philippines and Malaysia, according to Anderson. She noted that the Concealer was a surprise best seller; the product is offered in three shades.
The new John Varvatos Vintage fragrance, launched in the US and Canada in September 2006 and worldwide from October, is a special-edition line for Holiday 2006.
The bottle features a thick, python leather band around the middle which plays on the designer’s fondness for leather in his catwalk collections, both in apparel and accessories for Spring/Summer 2007.
Retail prices for the signature fragrance is US$65 for 125ml, while the Vintage line is slightly higher at US$70.
“John uses leather a lot in his clothes and so he wanted leather incorporated into the bottle design, which was developed by Lloyd & Co,” explained Anderson, adding that further John Varvatos fragrances will be rolled out.
From the beginning of 2007, the original John Varvatos fragrance will also get a new lease of life with striking advertising visuals featuring a fresh-faced male model.
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Zirh Scrub |
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Zirh Clean |
The Zirh brand
The Zirh brand is very different. With this brand the company is targeting the “regular guy”, says Anderson, with its new no-nonsense marketing tagline – “Men’s skincare: real results”.
“We’re not targeting the metrosexual guy but the middle-of-the-road baby-boomers aged in their 30s and 40s who want to buy their own good stuff to put on their faces,” she said, in a reference to men stealing their partners’ skincare products.
This year, the company is starting to repackage its entire range of signature Zirh silver and blue tubes in softer, more pliable polyfoil material, after consumer research had shown that the old metallic packaging did not age as well.
Among this year’s new products is Zirh Wash, a soothing cleanser that retails at £12. This item already comes in the new-look tube, which will be phased in over the next few months to the other skus in the range. Zirh Wash is designed to offer a milder alternative to the number one selling Zirh Clean deep cleanser which contains alpha hydroxy ingredients.
Corduroy fragrance
In September 2005, Zirh International boosted its Zirh brand with the launch of Corduroy, its first men’s fragrance under its own brand name.
“This line is a young, fun brand that’s pitched slightly lower in price than John Varvatos, at US$58 for 125ml, and has much wider distribution,” said Anderson. “The brown bottle features undulations you get on corduroy clothing. We’ve launched it in Selfridges, World Duty Free and in most countries where we sell Zirh.”
The company offers gwps in corduroy fabric, including a travel document holder, message bags and tie cases.
For globetrotters, Zirh International offers a travel essentials kit containing four travel-sized products: Clean cleanser, Soothe aftershave balm, Fortify shampoo and conditioner and Shave Gel. The kit is offered to both duty free and domestic retailers.
For details, contact Jacqualine Anderson, Director International Sales and Marketing, Zirh International Corp, tel: +1 212 813 2100, e-mail janderson@zirh.com
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