Elizabeth Arden has introduced its men’s grooming brand American Crew to travel retail via listings with cruise and ferry operator Tallink/Silja Line.
21 American Crew SKUs, including beard serum, hair styling items and shampoo, are available on all Tallink/Silja ships. Prices range from €14 to €20.
American Crew was founded in 1994 by stylist David Raccuglia. Today American Crew is the leading salon brand created specifically for men.
Revlon/Elizabeth Arden Travel Retail Business Development Director Frank Andreassen commented: “One of the key drivers behind increasing penetration and conversion rate within travel retail is offering attractive prestige/professional brands which meet the specific needs of the traveller.
“The American Crew assortment fills a gap in the market for men’s grooming solutions and will contribute in driving the beauty category by adding true new products and solutions to the category.”
He added: “American Crew is a unique brand offer for travel retailers to utilise in reaching a large target group of male travellers who are untapped potential within the travel retail beauty category today.
“We are very pleased to have started the travel retail roll-out of American Crew with our good business partner Tallink/Silja. The introduction is supported by a strong in-store presence and communication including a product guide clearly detailing each product’s benefits and how to use them.”
“The American Crew assortment fills a gap in the market for men’s grooming solutions and will contribute in driving the beauty category” – Frank Andreassen
Tallink Category Manager P&C Triin Vallimäe said: “We have seen a positive trend for male grooming products with guys paying more attention to their look and seeking items which target their grooming needs. Responding to this demand, we are pleased to introduce American Crew to further strengthen our assortment to meet the needs of our customers.”