LVMH brand Fresh introduced

Fresh, the LVMH-owned beauty brand, will introduce its first products for men in early June. The five-product line, based on anti-oxidant rich olive extract, comprises a facial cleanser (GBP 17), shaving cream (GBP 15), after-shave moisturizer (GBP 22), body wash (GBP 16), and tobacco flower EdC (GBP 31). Fresh claims its current product offer already has an enthusiastic following among men, and hopes to appeal to more male consumers with this offer.

The line will be available in Barkers, Liberty and Selfridges department stores in the UK; concept beauty store Parfumerie Générale in France; and Fresh's standalones, as well as Sephora (LVMH) perfumeries, Bergdorf Goodman, Barneys and Neiman Marcus department stores in the US.