Online Exclusives

Year of the Tiger

By Christine Esposito, Associate Editor | July 6, 2010

Lucky Tiger is celebrating its 75th anniversary with a trio of new products and expanded distribution that skews to both its barbershop heritage and use of natural ingredients.

According to the Chinese Zodiac, 2010 is the year of the Tiger—and it seems fitting that personal care brand Lucky Tiger is ready to roar. The venerable range is rolling out a trio of new products, adding new distribution channels and re-launching its e-commerce site.

Not bad for a brand that’s turning 75 years old.

At Last Naturals, a privately-held Valhalla, NY natural health firm, acquired the venerable brand in the late 1990s. The plan was to mesh its expertise in naturals with Lucky Tiger’s grooming heritage. In 2006, the range was reformulated as certified organic and launched in Nordstrom.

Two years later, At Last was ready to add new products to the Lucky Tiger den, but the economy was slowing. Company officials Stacey Rosen, who is president and chief executive officer, and her husband Fred Rosen, who is executive vice president, decided to put everything on the back burner and wait until the market began to show signs of recovery.

That time has come. The firm has rolled out Lucky Tiger “Head to Tail” products, including Peppermint Shampoo and Body Wash ($19.50), Vetiver Deodorant and Body Spray ($18) and Acne and Blemish Soap ($19.50), each formulated with natural and organic botanical ingredients, antioxidants and vitamins. The packaging for these 2-in-1, multi-tasking products reflects the retro Lucky Tiger Premium look but is distinguished from the rest of the collection by its blue and gold label, according to company officials.
 
A reason to roar. Lucky Tiger has rolled out a line of products ranging from shampoo and body wash to acne soap.
Change in Direction


In addition to the new SKUs, there’s also been a shift in strategy for Lucky Tiger. The range has been pulled out of Nordstrom, with At Last now working through natural product distributors to stock the products at retailers such as Whole Foods, The Vitamin Shoppe and drug stores such as Pharmaca Integrative Pharmacy. In addition, Lucky Tiger can be found at barbershops and specialty gift shop/apothecaries such as Caswell-Massey.

The diverse retail mix shows how a brand such as Lucky Tiger can corner an eclectic mix of customers—from the old school barbershop client to the eco-conscious consumer—with products that run the gamut from mustache wax and hair tonic to eye serum and vetiver deodorant body spray.

Yet while the men’s and naturals markets are two hot categories within personal care, At Last knows shelf presence alone does not guarantee success, especially for smaller brands.
“There are fewer smaller, family-owned businesses, especially in the men’s market these days,” Fred Rosen said, pointing to firms such as Art of Shaving, which have been acquired by larger firms like P&G.

“It is harder for a niche brand to keep product launches going—but there is still a marketplace,” Rosen told Happi, noting that companies need to seek out the avenues for growth that exist within the space.

To carve out its niche and mark the 75th anniversary, Lucky Tiger recently re-launched its website, and now has an active presence on Facebook and Twitter.

“If you don’t have a good online presence and not using social media, then you are going to be dead in water,” Rosen said.



Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Preserve & Serve

    Preserve & Serve

    Melissa Meisel , Associate Editor||July 1, 2016
    Suppliers with innovative preservatives provide staying power for formulations.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • An Antioxidant Arsenal

    An Antioxidant Arsenal

    July 11, 2016
    BioRewind is Dermarché Labs' new anti-aging regimen that delivers broad-spectrum antioxidant protection against free radicals

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • Start Stuffing The Ballot Box (Again)!

    Start Stuffing The Ballot Box (Again)!

    June 28, 2016
    Vote on the finalists in Happi's reader's choice Anti-Aging Product of the Year contest!

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Voyage to Better Skin

    Voyage to Better Skin

    June 13, 2016
    Skin Inc. rolls out new light-based device to US market.

  • Patent Update

    Patent Update

    June 9, 2016
    Avon’s use of melicope extract, skin care with SPF and chicory root, microdermabrasion cream and more in recent patents.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Battling Pollution via Skin Care

    Battling Pollution via Skin Care

    Christine Esposito, Associate Editor||March 7, 2016
    Canadian start-up turns to crowdfunding to help launch a new anti-pollution moisturizer.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.