BAXTER OF CALIFORNIA
40 YEARS OF MEN"S GROOMING INNOVATION
1965:
Baxter Finley launches two firsts: Baxter of California, a skincare company devoted entirely to the men"s grooming category, and Super Shape, a skin conditioner for men.
1968:
Following directly on the heels of Super Shape"s successful launch, Baxter of California debuts Enriched Night Cream and Under Eye Concentrate, two innovative products for men"s skin.
1970:
With consumer-demand at an all-time high among males, Baxter of California adds three new additions to its men"s grooming product family: Skin Toner Scrub, Clay Mask, and Shave Cream.
1974:
As the interest in grooming continues to peak in popularity, Baxter of California responds by rolling out cleansing bars, a shampoo and a conditioner.
1974 - 1990:
Baxter Finley capitalizes on his extensive advertising and marketing background, creating a successful ad campaign that makes millions of impressions in GQ magazine.
2000:
Jean-Pierre Mastey purchases the company, continuing the Baxter tradition of providing men with superior grooming products.
2000-2001:
Jean-Pierre Mastey reinvents the trend setting line, modernizing the formulas, adding innovative, new product offerings to the mix, and updating Baxter"s packaging and imagery.
2002:
Baxter establishes a solid retail sales base, expanding into upscale boutiques, spas, and specialty stores.
2005:
Baxter of California turns 40. Celebrating forty years of history, the brand strategically partners with key retailers and collaborates with modern men’s lifestyle boutiques, media, and events.
2006:
As the men’s fashion and lifestyle markets are hotter than ever, Baxter of California introduces new, modern packaging and new products including Clay Pomade and Hydrosalve Lip Balm while upgrading distribution channels to reach top tier specialty stores and the tastemaker market.
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