Launch - flint edge
Male grooming has evolved from the humble flint edge - used as a shaving tool - to an ever-increasing array of dedicated products and treatments.
As a tribute to it's 'stone age' roots, Flint Edge is the latest offering to the market, addressing the specific needs of men's skin.
The brainchild of Ratan Daryani (a senior executive at the Body Shop and co-founder of Virgin Cosmetics), Flint Edge is not only about providing men with a system that fits into their lifestyles, but products that really work.
The company boasts a stash of premium ingredients (including vitamins and botanicals) and male-specific formulations to address specific skin and bodycare needs.
Ratan's extensive knowledge of cosmetics retailing, combined with product development and formulation, has resulted in the creation of this natural-based head-to-toe range.
"Flint Edge has been created to appeal to the stylish, masculine man who cares about his overall appearance," says Ratan. "But he doesn't have time to mess around with too many lotions and potions, which is why I have started with a core range of products."
With fresh, clean packaging, Flint Edge products take a straight-forward, almost 'Ronseal' approach - ie, it does what it says on the can. However, to simplify purchase choices, it also provides a description of the product, what it does and how to use it, along with a summary of the key ingredients and how they work.
The range launched with seven lightly-fragranced products, and with its latest addition of a facial moisturiser is now up to nine. The rich and active formulation is paraben-free and contains inventive ingredients such as natural, caffeine-like guarana to wake up the face and sacha inchi, which is rich in omega 3 and 6, along with anti-oxidant pomegranate and nourishing vitamins.
Trialled on men of all ages, they have also got the thumbs-up from women - for the all important 'cuddle test', that is, for scent, textures and finish on the skin.
Priced between £7 and £15 (RRP), Ratan believes the products give value for money, providing salons with increased retail and treatment opportunities.
Currently available in prestigious retail outlets such as Fortnum & Mason, Fenwicks and Whole Foods, Ratan is working to further develop the product range and treatment side for salons, as well as building a training and education package.
THE RANGE
* Shaving Cream * Exfoliating Facial Scrub * Aftershave Balm * Face Moisturiser * Body Wash Gel * Sports Rub * Hair Putty * Sports Rub * Foot Refresher
* Mini try-me packs and gift sets are also available
