Actor Rob Lowe is unveiling his own signature skincare line called Profile this month. It’s a project he’s been working on for over six years he tells WWD. “My goal, number one above all, was no bullsh_t,” he told the industry publication. “Provable results, ingredients, that actually work as opposed to sexy-sounding sales gimmicks – it needed to be easy and hassle-free. That was the mission statement. I then built the products which best fit that.” Unlike many actors who sell their name to an established brand, Lowe was involved in every step of product development – from financing to packaging. He said he started on the project while acting on “Brothers and Sisters” and then throughout his run on “Parks and Recreation”. The actor likely found inspiration while hosting the P&G Beauty and Grooming Awards in Canada in 2012.
As the number of scripted series in Hollywood shrinks, actors are looking to capitalize on their fame through a number of entrepreneurial projects. Gwyneth Paltrow and Blake Lively’s lifestyle websites are good examples. Others are buying vineyards or opening restaurants. Men’s skincare is still a small business but offers one very appealing promise. Guys tend to be loyal to brands. While women will shop around and cherry pick items from different brands, guys don’t. They find a brand they like and they stay with it. That is what Lowe is hoping for with Profile.
The collection includes five products: a cleanser, shave gel, aftershave serum, moisturizer and eye serum. He says the products are specially formulated for men’s skin which is 30% thicker than women’s on average.