08.16.22
A new skincare line for men, Atwater, debuts next month at Nordstrom and online now at the Atwater site. The brainchild of industry veteran Chris Salgardo, the former president of Kiehl’s, a L'Oréal brand. Before that, Salgardo was a makeup artist for Chanel, Bobbi Brown and L’Oréal, and had an executive role at Giorgio Armani Beauty.
It took Salgardo two-and-a-half years to develop Atwater. The process was slowed, of course, by the pandemic. Even with the wait, Salgardo is sure the men's skincare category is ready to fulfill its promise of growth as men become more interested in looking better—if only to land a better job. According to Persistence Market Research, the category is expected to accelerate at an 8% CAGR over the 2021-2031 period. With a broader focus, brands have opportunities to expand product offerings to captivate the male audience, says Persistance.
Atwater includes facial moisturizer, eye moisturizer, face scrub, lip moisturizer, facial cleansing bar, shaving cream and body cleansing scrub bar formulas. Atwater was developed for different skin types and skin needs, like cleansing oily to combination skin, cleansing combination to dry skin or all-purpose cleansers that exfoliate, moisturize and deodorize the skin.
They're all wrapped in collections with names like Skin Armor, Heavy Armor, Oil Regulator, Smooth Target and Clean Impact. Prices range from $12 for a lip balm to $35 for the facial moisturizer.
It took Salgardo two-and-a-half years to develop Atwater. The process was slowed, of course, by the pandemic. Even with the wait, Salgardo is sure the men's skincare category is ready to fulfill its promise of growth as men become more interested in looking better—if only to land a better job. According to Persistence Market Research, the category is expected to accelerate at an 8% CAGR over the 2021-2031 period. With a broader focus, brands have opportunities to expand product offerings to captivate the male audience, says Persistance.
Atwater includes facial moisturizer, eye moisturizer, face scrub, lip moisturizer, facial cleansing bar, shaving cream and body cleansing scrub bar formulas. Atwater was developed for different skin types and skin needs, like cleansing oily to combination skin, cleansing combination to dry skin or all-purpose cleansers that exfoliate, moisturize and deodorize the skin.
They're all wrapped in collections with names like Skin Armor, Heavy Armor, Oil Regulator, Smooth Target and Clean Impact. Prices range from $12 for a lip balm to $35 for the facial moisturizer.