ometimes the best ideas bubble to
the surface during casual brain-
storming sessions with friends.
Although Anthony Sosnick, origi-
nally from Detroit, always had a strong
interest in personal care products and
the creative ways in which they Were
packaged, it wasn't until he moved
to New York City and kibitzed with
friends that he realized the market
potential of men's skin care.
"There's a huge niche in the
market just waiting to be filled,"
says Sosnick, age 30, who launches
Anthony Logistics for Men, a line
of grooming products, this month.
"To research the market, I
bought every man's bath and
body product available," he
says. "I must have spent $6,000-
$7,000. You could not walk into
my shower."
He discovered men prefer fra-
grance-free products, or scents they
can identify, and ingredients they can
relate to. He also wanted practicalities
"like shave cream that washes off the
blade." As a result, Anthony Logistics
products incorporate mildly fragranced
essential oils like citrus, eucalyptus and
mint, and contain glycerin, aloe vera and
other nature-based ingredients.
Once the line was established, Sosnick
turned his attention to packaging. "I knew
the package must be stunning," he says. "I
wanted to create a brand identity and a
design with meaning." He went for a clean,
rather clinical look, punched up with fun,
light copy that plays to a man's psyche.
"Laugh at the sun; sneer at the wind,"
encourages the tube of Sport Stick SPF 15.
The label on the Glycerin Cleansing Bar
states, "Live clean, mostly. Shave clean,
always."
Sosnick spent several years as partner and
vice president at REDICO, a real estate
development and investment company that
his father, the late Robert Sosnick, founded.
He also was active in various charities and
the sports and entertainment scene in the
Detroit area. Befitting his philanthropic
upbringing, Sosnick earmarks a portion of
the proceeds from sales of Anthony
Logistics for Men to non-profit charities
dedicated to eradicating prostate cancer.
In keeping with the digital age, Sosnick
established a Web site (www.anthony.com )
for on-line purchases through retail partners.
An "Ask Anthony" feature will answer
men's personal grooming questions.
Anthony Logistics For Men debuts local-
ly at Lori Karbal et al. in Birmingham and
Sephora in Troy.

S

—Linda Bachrack

4 •

OCTOBER 2000 • STYLE AT THE JN

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