Tesco has signed an exclusive national distribution deal on a range of grooming products for men produced by London model agency So Dam Tuff, which specialises in placing male and Afro Caribbean and Asian models.
The move comes shortly after Tesco struck its first major exclusive distribution deal for health and beauty products by signing up to launch Procter & Gamble’s haircare brand Physique (MW January 24).
At the time, Tesco said it hoped to strike more exclusive deals in an effort to build its share of the health and beauty market.
The So Dam Tuff range – created by agency founder Annette Russell – comprises 12 items, including shaving, skin and haircare products and a deodorant, all priced between £3.99 and £5.99, as well as a cologne priced at £15. Available in 240 large Tesco stores from May, the products are packaged in the agency’s corporate colours of black and tan and sport the company’s mascot, Castro the dog.
“The So Dam Tuff range helps bring modern, cutting-edge, premium designer products to our male grooming fixture,” says Tesco grooming buyer Tanya Conchie.
Tesco claims that its volume share of the toiletries market was 18.7 per cent for the 52 weeks to January 6, compared with Boots’ share of 17.2 per cent.