Elizabeth Arden’s American Crew men’s grooming brand has launched an Acumen travel set, which offers a “full grooming ritual” for face, skin and hair.
The travel retail-exclusive pack contains 100ml Daily Thickening Shampoo, 100ml Firm Hold Grooming Cream, 50ml Energizing Hydrating Gel and 50ml In-Shower Face Wash. Its RRP is €59.
Revlon/Elizabeth Arden/American Travel Senior Director Travel Retail Andreassen said: “This is the kind of innovation which will add fresh new sales to the Beauty category with close to no cannibalisation on existing assortment.”
Andreassen added that an American Crew stand at Oslo Airport was “developing nicely” and leading Grooming category growth.
Other American Crew Acumen products introduced this year to travel retail include 150ml Clay Exfoliating Cleanser, 100ml Smoothing Shave Cream, 60ml Recharging Hydrating Cream and 190ml 24H Hand and Body Hydrator.
American Crew said the products are formulated with vitamin-enriched moisturisers and infused with antioxidants. Each product is designed to function as part of a four-step shower, shave, care and style grooming regime.