Atwater is the newest venture from former Kiehl’s president, Chris Salgardo, and it shares high-performance skincare solutions for men. With a focus on supporting men who lead active lifestyles, the brand is introducing itself to the world with products like shaving cream, facial cleanser and other personal care products like undereye cream and daily moisturizer that men may not be accustomed to using on a regular basis.
There's something for every skincare type from Atwater, which offers certified cruelty-free and dermatologist-tested formulations for oily, dry, combination and sensitive skin. To help men feel confident with knowing where to get started, the brand offers a Skin Diagnostic on its website. This tool helps to pinpoint the best products for a man's hair, skin and body based on their unique needs and preferences.
Key Themes Behind This Trend
- Tailored Skincare Solutions
- There's an opportunity to create skincare solutions tailored to unique needs and preferences, like Atwater's Skin Diagnostic tool.
- Personal Care Products for Men
- There's a growing trend in offering personal care products like undereye cream and daily moisturizer to men.
- Certified Cruelty-free and Dermatologist-tested Formulations
- There's a growing demand for skincare solutions that are not only cruelty-free, but also dermatologist-tested for a variety of skin types.
Where This Applies
- Skincare
- There's an opportunity for skincare brands to create tailored solutions for unique individual needs, supported by a diagnostic tool like Atwater's.
- Men's Personal Care
- There's potential in offering personal care products beyond shaving cream to better support men's grooming habits and skincare needs.
- Animal-friendly Beauty
- With a focus on certified cruelty-free products, there's a growing interest in the beauty industry to create formulations that are kind to animals.
