Interparfums (Balmain, Boucheron, Jimmy Choo, Lanvin, Montblanc, S.T. Dupont, etc.) has announced having “countersigned a final letter of offer for the sale of the men’s skin care trademark, Nickel, to the L’Oréal Group”. The completion of the sale agreement is expected before year-end.
Created in 1996, Nickel is a men’s only skincare brand , offering a line of funky and in-your-face products, such as the famed Morning-After Rescue Gel, the magic wand for the hangover and a cult product to partygoers the world over. At the time, masculine beauty was uncharted territory and Nickel helped men to feel comfortable with skincare products, thank to clear, direct and humorous messages.
Nickel also operates its own spas in Paris, London and New York.
Interparfums acquired the brand in two steps in 2004 and 2007, however Nickel’s sales never reached the levels that were initially expected, since sales of men’s cosmetics hardly took off in prestige beauty shops, the retail channel where the products are sold. Furthermore, with the exception of the USA, the brand never really succeeded on foreign markets.