Jack Black Adds New Men’s Line

While Gillette dominates the U.S. men’s grooming category and Schick is a content No. 2, there’s still plenty of room in the segment for other players. No wonder then, Jack Black, which marked its 10th anniversary in February, is introducting a line designed for athletically minded consumers called Performance Remedy, due out next week.

The six-item range includes a sunscreen, a friction-free powder, a scrub and muscle soak, a pain relieving cream, a hair and body cleanser and an antimicrobial wound gel.

The Carrollton, TX-based company was launched in 2000 with 11 items, and now markets 60 products and had total revenues of $40 million last year, according to market sources.

The star product in the Performance Remedy line is a pain relieving cream called Dragon Ice Relief & Recovery Balm (4 oz. for $22). The product contains an ingredient called dragon’s blood, which is derived from the Croton Lechleri tree in the Upper Amazon — whose resin has a dark red color — and is used to reduce inflammation. Dragon Ice also features menthyl lactate for long-term pain relief; Canadian willowherb, said to have anti-inflammatory and anti-irritant properties, and MSM, or dimethyl sulfone, to combat joint and muscle pain.

Other Performance Remedy products include a sunscreen, called Oil-Free Sun Guard, which features SPF 45 and comes in a 4-oz. tube for $20. Jack’s Dry Goods Friction-Free Powder (6 oz. for $18), prevents chafing during workouts, is talc-free, 100% cornstarch-based, and features organic green tea, organic cucumber and lavender. Body Rehab Scrub & Muscle Soak (14.25 oz. for $35), originally launched in 2008, has arnica for its antimicrobial and anti-inflammatory properties, epsom salt, eucalyptus and shea butter.

The hair and body cleanser, called Turbo Wash (10 oz. for $22), also features arnica and employs rosemary and eucalyptus to clear nasal passages, and juniper berry to eliminate lactic acid from muscles. The key ingredient in Mr. Fix It Antimicrobial Wound Rescue (1 oz. for $20) is silver, said to kill bacteria and fungus on contact. The formula is 55-parts-per-million silver and is designed to treat nicks, scrapes and abrasions.

Performance Remedy will be carried at Neiman Marcus, Nordstrom, Bloomingdale’s, Sephora.com, Saks Fifth Avenue and getjackblack.com. Jack Black’s full distribution network includes about 700 to 800 stores, some of which are independent boutiques.

Industry sources estimate the Performance Remedy line could exceed $1 million in first-year retail sales.