The UK-based brand shot to fame five years ago with its deodorising wipes and expanded into the multifunctional market with its 3-in-1 shampoo, shower and shave range a couple of years later, with the help of King of Shaves’ Will King as mentor.
Now, it has taken steps to challenge the market’s big players even further with its new SkinFuel range.
Brand director, Stu Jolley tells CosmeticsDesign-Europe.com that the men’s skin care market possesses lots of opportunity, however education is key.
“Products must speak the right language and communicate with guys and how they should adopt a skincare regime to look after their face now and for the future,” he says.
“With our 3 step system, we have tried to make this easier to understand from start to finish. The men’s category can sometimes be a bit daunting!”
The new SkinFuel skin care range contains 100ml & 150ml products: The Energy Moisturiser, Face Wash (both available for sensitive skin) and Face Scrub.
They have been produced in compact sizes to fit to the on-the-move trend and reinforce the brand as the ‘wingman’ for men, as it has done with all of its products.
The new SkinFuels join Wingman’s existing range of 3-in-1 shower gel, shampoo and shaving products, designed for men looking to avoid carrying too much baggage.
The aim behind the new skin care range is for lifestyle to meet performance, according to Jolley, and for the products to be easy to understand and do exactly what men need them to do.
“We wanted the skin care range to be a high quality yet entry level proposition, offering a single wash, scrub and active moisturiser,” he says.
“We want to cut out the techno babble and offer something easy to understand for men to use on a daily basis.”
The range is being launched in UK retailer Superdrug and supermarket Asda, as well as online, and is expected to launch throughout the UK and export to Europe and elsewhere in the future.
“We have tons of NPD launching and various new listings with some of the biggest UK retailers. Wingman aims to build loyalty in a very disloyal category,” says Jolley.
“We aim to build a community of people who like what we have to offer and will adopt the brand as their own.”
Wingman has also secured a partnership with HelpForHeroes for the SkinFuels range, donating to injured and wounded servicemen and women.