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HEAVY DUTY PRESS ARCHIVES 1998 - 2001
  DAY
SPA (December
2001)
HEAVY DUTY MotorWash
The citrus-y scent of this shower gel renders it at once calming
and invigorating; clean and fresh with a top note of grapefruit,
this product performs just as good as it smells. Lots of lather
lends to easy, efficient leg-shaving, and humectants help leave
my skin feeling soft and healthy long after its final rinse.
Part of an auto-themed line of bodycare products, MotorWash
is playfully packaged in a bottle shaped like a oilcan. Don't
tell anyone, but knowing this was parked in my shower nearly
had me looking forward to getting out of bed in the morning.
--L.R.
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NEIMAN MARCUS (December
2001)
BUFF
These personal care products from HEAVY DUTY will leave
you feeling brand spanking new. AutoStrip Shave
Cream is a super-hydrating, ultra-whipped cream with humectants
and anti-oxidants that's designed to smooth and hydrate your
skin and provide a close, comfortable shave. BodyLube
Body Lotion is a non-greasy formula containing anti-oxidants,
balm mint, and sage to heal and soothe skin. MotorWash
Shower Gel is a concentrated citrus blend that gently cleans
and hydrates skin. TurboScrub Body Scrub exfoliates
skin with apricot and walnut shells and invigorates and soothes
with oils of peppermint and orange as well as kiwi extract and
aloe vera. And rich lathering MuscleBar Soap has
essential oils of grapefuit and Valencia oranges. www.neimanmarcus.com 800-825-8000
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SOAP & COSMETICS (November
2001)
HEAVY DUTY TuneUp Kit
...Then there's the gang from HEAVY
DUTY, a no-nonsense, quality cosmetics company that incorporates
an automotive concept with a retro edge. Designed for both men
and women, "HEAVY DUTY products are sure to keep your
motor hummin'!" states Alexandra Volkmann, founder of HEAVY
DUTY. Her passion for pursuing her vision of the American
dream was to own her own business by giving more than a gentle
nod to the American car culture and the beauty industry--thus
her novel idea of this one-of-a-kind skin care line.
These days HEAVY DUTY products have won dozens of awards
including being a finalist in the Fourth Annual Fashion Group
International Rising Star Awards; two-time finalist for the
Best New Product in the 2001 Extracts Show and an honor in the
Lotions and Potions exhibit dedicated to innovative commericial
design at London's Victoria and Albert Museum of Design. HEAVY
DUTY products, whose now-familiar logo includes a shadow
of a leggy babe jacking up the back of a vintage Cadillac with
very bold red and black typeface, are distributed through upscale
retail stores as well as places as diverse as the Peterson Automotive
Museum and New York's American Folk Art Museum.
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TIME OUT NEW YORK
(November
2001)
LUBE TO LUBE YOU, BABY
Feeling
run down lately? Then head over to Henri Bendel and pick up HEAVY
DUTY's unisex body care products, including HandGear
Hand Cream, MotorWash Shower Gel, TurboScrub
Body Scrub and AutoStrip Shave Cream. We already
did the last-minute holiday shopping for one lucky grand-prize
winner, who'll receive five JumpStart Kits. Each
kit includes one mini of the products listed above.
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COOKING LIGHT (November
2001)
Gifts Of Good Looks
FOR HIM--If the man in your life has
a thing for cars, give him HEAVY DUTY's JumpStart
Kit($25). It includes travel-sized versions of HandGear
Hand Cream, AutoStrip Shave Cream, MotorWash
Shower Gel, and TurboScrub Body Scrub.
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MEN'S HEALTH (November
2001)
A Man For Fall Seasons
Ski Weekend: While
going on that perfect ski vacation, you'll need the North Face
ski jacket and mittens, Free Country vest, NYBased scarf, Banana
Boat Faces Plus sunblock and the HEAVY DUTY MotorWash
Shower Gel.
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IN STYLE (November
2001)
sweet feet
The Brooklyn Bridge isn't the only place
near the East River where arches have gotten a sprucing up. Polish,
a cozy salon in Brooklyn's Boerum Hill neighborhood, offers top-notch
pedicures using homemade treatments. But if you can't get there,
call 877-703-1130 to order products from the salon's mini apothecary,
including items from cool indie brands like Burt's Bees, Get Fresh,
and HEAVY DUTY.
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GENRE (November
2001)
The Lowdown On The Rubdown
There are several fun and easy-to-use
creams and lotions to play at home with. Try the HEAVY DUTY
BodyLube Body Lotion ($22 for 8 oz.) heavydutyco.com.
Hydrates the skin with antioxidants and humectants without feeling
greasy.
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TIME OUT NEW YORK (November
2001)
Sweat Shops
Gym boutiques pumped up with exclusive
and designer wares mean you can work out your shopping muscles,
too. At Crunch, a quirky boutiqe with beauty products and trendy
sportswear is steps from the treadmills. Pick up your favorite
HEAVY DUTY products, such as the TurboScrub
Body Scrub!
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MOUNTAIN VIEWS
(November
2001)
BIZ BUZZ
Everything at 55 North (Sierra Madre,
CA) is unique. Chic. Classy. And oh so delightful for your body.
And soothing for your soul. Like the funky line of
"HEAVY DUTY" products that mean what they say and say it
with panache. The packaging is fabulous. Auto mechanic illustrations
and product names like BodyLube, HandGear,
and MuscleBar do a "HEAVY DUTY" job in soothing
and smoothing even the roughest skin. A dab from the 'tester'
hand cream was immediately absorbed and turned sandpaper skin
into silk.
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AUTO SERVICES OPERATOR
(October 2001) 
Something Different
Skin care products at a fast lube or
a car wash? It seems unlikely until you consider HEAVY DUTY,
a product line that incorporates an automotive concept with
a retro edge. The company is committed to providing quality
unisex skin care products that recognize you should treat your
body like a car because it too needs fine tuning for optimum
performance.
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AMERICAN SPA (September
2001) 
A high-performance bodycare
line for men and women. It incorporates an automotive concept
(think MotorWash and TurboScrub and
uses fun, retro packaging. The line scores points with former
49ers coach/general manager Bill Walsh. HandGear,
a super- hydrating hand cream, is his product of choice.
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NEW YORK MAGAZINE (September
2001)
beauty, body and soul
This month Henri Bendel features the
HEAVY DUTY non-greasy antioxidant HandGear
Hand Cream 3.5 fl.oz., $15.
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MENSWEAR (September
2001)
PORE HIM!
Cleanse...tone...moisturize? No longer
strictly girl turf or the esoteric indulgence of pamper-prone
Euro-dudes, the skincare regimen is becoming a daily norm for
regular guys.
Okay, so you're a traditionalist who prefers
old-fashioned whipped cream that you swish on with a shaving
brush.
HEAVY DUTY AutoStrip
($16) is a contemporary lather cream that will do the job!
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L'UOMO VOGUE (September
2001)
Men's Sport
You got it! This month
HEAVY DUTY gets internationally exposed in L'Uomo Vogue. The
MotorWash Shower Gel, ChassisOil
Body Oil and MuscleBar Bar Soap were included
in their beauty section of Men's Sport! Ciao Bella!
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WWD
BEAUTYBIZ (September
2001)
Heatwave
Despite the summer heat, celebratory beauty
parties were all the rage on both coasts.
At Henri Bendel, champagne was flowing when
i.e. beauty, a band of 15 indie cosmetic and treatment brands,
got together to celebrate the formation of their business support
group. i.e. beauty, comprising Lippman Collection, Delux Beauty,
HEAVY DUTY, Jaqua Girls, Three Custom Color Specialists, Poppy,
Alchemy, Anthony Logistics for Men, Lucky Chick, Philip B.,
Selph, Skin-Allison Raffaele, Therapy Systems and Tony & Tina,
will explore opportunities from sharing counter space and sales
staff to exchanging ideas and information.
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LUCKY (September
2001)
SIMPLE PLEASURES
HEAVY DUTY MuscleBar ($7, 888-960-8900)
lathers up as rich as shaving foam, rinses off clean as a whistle,
and softens with shea butter, vitamin E, and aloe. Best of all,
it leaves a deliciously clean, grapefruity scent on the skin,
and the classic white bar and '50s-ish lettering lend a Donna
Reed wholesomeness to any bathroom.
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NORDSTROM (September
2001)
i.e. beauty goods
Individually, they
contribute innovative brands to the cosmetics kindom. Together,
the i.e. beauty coalition inspires one another through the open
exchange of ideas and knowledge. Camaraderie was created as
founding members continually crossed paths at events. Instead
of competing, they decided to share the benefits of their solidarity
and synergy as they realized they could grow with each other's
help. Committed to supporting this new generation of beauty
designers, Nordstrom is excited to offer the unique array of
products from the talent of the future.
"As a former make-up artist and industry executive,
I combined my passion for cosmetics and art in pursuit of The
American Dream. I created HEAVY DUTY while living in L.A.'s
car culture. Although it's a fun idea, I wanted our quality
products to make a difference in people's lives. The name denotes
strengh and dependability."-Alex Volkmann
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W (September
2001)
SNEAK PEEK 
HEAVY DUTY's BodyLube body lotion,
$22, at select Nordstrom stores; Henri Bendel, New York; Sephora
nationwide.
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ROSIE (August
2001)
beauty, family style 
The latest batch of lotions and potions
includes something for everyone.
Grooming goodies for both of you--the only thing you'll argue
over is shelf space.
HEAVY DUTY's MuscleBar ($7; 888-960-8900).
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MOVIELINE (August
2001)
RUGGED BEAUTY
HEAVY DUTY's MotorWash Shower Gel,
$18, and TurboScrub Body Scrub, $20, are big with stars
who are greasers at heart. Available at sephora.com
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GIFTS & DEC (August
2001)
THE ANDROGYNOUS EDGE 
Address every customer with selections
that attract both sexes:
HEAVY DUTY MuscleBar is a triple-milled vegetable-based
bar soap with grapefruit, valencia organge, and geranium essential
oils. $7.
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GIFTWARE BUSINESS (August
2001)
A MAN'S WORLD
When stocking
personal care, men are often the last group on retailer's minds...Not
anymore! Specialty retailers might be surprised to discover that--thanks
in part to the array of products already available for women--men
are taking more of an interest in the treatments available to
make them feel as pampered as women do.
Kathleen Bradley, a co-owner of Soapdish, a
personal-care store in Burlington, Vt., says her male clientele
favors products from Dr. Haushka, Burt's Bees, HEAVY DUTY and
eShave.
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BEAUTY STORE BUSINESS (July
2001)
Gables Beauty Supply
What
sets GBS apart from the pack is its enormous product selection--in
particular, color cosmetics, plus an array of lines, like HEAVY
DUTY, that are tradionally sold in stores like Sephora, Bloomingdale's
and high-end beauty boutiques.
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SOAP&COSMETICS
(June 2001)
THE SHOWER HOUR
REDEFINING BATH TIME FOR MEN
A unique marketing campaign centered around
one traditional bastion of testosterone, the garage, helps bring
men, long shy about purchasing beauty products, into the fold;
even though the products are unisex. HEAVY DUTY founder and president,
Alex Volkmann, has created a bath and body line that is especially
appealing to men. They can now feel comfortable in purchasing
a decidely masculine looking product even though what's inside
is soft and perfumed.
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THE RECORD (June
2001)
Gear Dad
Macho Moisturizer - Do guys
care more about their cars than their complexions? Whole Foods
markets are trying to persuade men to wash, lubricate, and scrub
their hands and faces with the HEAVY DUTY skin care line. The
products, priced from $14.99 to $23.99, are available at the
Whole Foods store in Edgewater. Despite the macho packaging,
the products are billed as "all organic" and natural, with no
harsh chemicals to irritate a tough guy's tender skin.
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ENTREPRENEUR (June
2001)
THE FAME GAME 
FAN SEE, FAN DO: Get your product into the hands of stars...and
their devotees.
"Aerosmith's Steve Tyler buys it
by the case," InStyle magazine raved about HEAVY DUTY hand
cream.
When a rock legend buys lotion in bulk, it's
news for fashion magazines--and big news for Alexandra Volkmann.
"Tyler's such a HEAVY DUTY kind of a guy," says Volkmann, creator
of the product and "Chief Mechanic" of HEAVY DUTY Products, the
3-year-old Carmel, California-based body-care products company,
"he's perfectly aligned with our brand."
How can your product make it to the red carpets
of Hollywood? The trick is to infiltrate celebrity channels. HEAVY
DUTY's items landed in baskets at the American Music Awards--and
the company snagged a photo of Britney Spears posing with its
"JumpStart Kit" as a result. You should also place the product
where celebrities happen to shop--Jennifer Love Hewitt became
a fan of HEAVY DUTY while browsing at Bloomingdales...
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BEAUTY STORE BUSINESS(June
2001)
PEOPLE
HEAVY DUTY's new
MuscleBar soap was named as a finalist in the Most
Creative New Product category during the EX-TRACTS Show in New
York City on March 30-April 2.
MuscleBar contains shea butter,
vitamin E, aloe, grapefruit, Valencia orange and geranium. It
was one of two products the company unveiled at EX-TRACTS; the
other was Pump 'nServe liquid soap.
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HONEY(June/July
2001)
BLAZING BEAUTY: 50 Great Looks For Hair, Nails and Skin
Helping Hands: Harsh soaps
and detergents, too-hot water, nicks and abrasions rob hands of
their natural beauty. That's why it's important to give them a
little extra TLC...
Between treaments, you can also keep hands, nails and cuticles
on-point with...HEAVY DUTY HandGear hand cream...
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WWDFRIDAY
(May 2001)
Women's Wear Daily
The Retailers' Daily Newspaper
GARAGE
TALK: HEAVY DUTY is all about serious cleaning, and the retro
beauty company has just introduced two new products guaranteed
to get the car grease off. Pump 'n Serve, an 8-oz. bottle of liquid
hand soap "for hands that go a mile a minute!" contains tea tree
oil and rosemary and retails for $7.50. MuscleBar soap, with shea
butter, vitamin E and aloe and "cleans all parts!" retails for
$7 for a 5-oz. bar.
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MAX Power (May
2001)
Worked up a sweat working on your MRyde
in the garage all day? Lather up and get rid of the dirt with
industrial-strength body care products by HEAVY DUTY. The set
includes HandGear hand cream, MotorWash shower gel, TurboScrub
body scrub, and AutorStrip shave cream. Both the MotorWash shower
gel and TurboScrub body scrub are refuelable, so you don't ever
need to worry about running out of gas. The JumpStart Kit is perfect
for road trips or if you just want that shower fresh feel.
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"The
Rose Sheet" (April 2001)
THE NEWS THIS WEEK
Independent Cosmetic Buisnesses Form i.e. beauty
To Address Retail, Promotional Issues. Informal
group, made up of 15 small firms, likely will introduce joint
retail counters in 10 "key" locations to obtain larger, more viable
counter space at less expense. Group will launch joint events
in-store, introduce iebeauty.net as portal to independent company
sites. Founders include Three Custom Color, HEAVY DUTY, Jaqua
Girls, Delux Beauty...
ExTracts In Brief. HEAVY DUTY: Pump 'n
Serve Liquid Soap, "built for speed and maximum hydration," contains
natural anti-bacterial tea tree oil and rosemary and is scented
with orange and lemon extract. Eight oz. bottle will retail for
$7.50 in May at select department stores and boutiques.
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The Lansing State Journal
(March
2001)
Rev up for spring with HEAVY DUTY products
Alex Volkmann, a former makeup artist and beauty industry executive,
created a line of skincare products for men and women designed
to help people take care of themselves as they would care for
their cars.
HEAVY DUTY, based in Carmel, Calif., emphasizes
top-quality ingredients in fun, retro, auto-themed packaging.
TurboScrub Body Scrub ($20 for 10.5 ounces): Designed
to give your dull surface some extra shine - that's yourbody,
not your auto body - this scrub features granules of apricot,
walnut shells and pumice to exfoliate...
MotorWash Shower Gel ($18 for 14 ounces): This
gel aims to condition, soothe and moisturize your skin...
HandGear Hand Cream ($15 for 3.5 ounces): Featuring
the tag line "For hands that do more than just wave," this cream's
nongreasy formula is designed to soften and condition your hands...
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The Toronto Star (March
2001)
Hey, beauty is skin deep, men discovering
There was a time
when Ivory soap was the only skin care product men owned.
The world of moisturizing, cleansing and exfoliating
were vague notions we could neither spell nor pronouce...
But it took a Web site called Menessentials.com
to place the trend in a context acceptable to skeptical Ivory
alpha males.
Instead of fancy and effeminate bottles bearing
images of peaches and dew-dropped leaves, Menessentials.com pitches
products with names like HEAVY DUTY MotorWash (a "super sudsy
shower gel") and BodyLube ("moisturizing body lotion") contained
in bottles that resemble motor oil jugs...
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Family Life (February
2001)
Winter Skin SOS
- Treating Trouble Spots
It's February all right: Your hands and
feet are chapped and cracked, and your legs itch. Keep dry skin
from becoming severe...keep a jar of moisturizer on the sink,
and use it every time you wash your hands...such as HEAVY
DUTY HandGear.
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Harpers Bazaar (January
2001)
It's About Time
The pursuit
of beauty demands a time investment that is absurd yet undeniably
gratifying. Ellen Tien embarks on a 24-hour vanity marathon, and
a race to turn back the clock...my friend and I decide to go shopping
at sephora.com...he picks out some HEAVY DUTYAutoStrip
shave cream. I point out that he is almost more into this than
I am...
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American Music Awards (January
2001)
Britney Spears
HEAVY DUTY ROCKFEST!
Britney Spears reached out
to clutch our HEAVY DUTY JumpStart Kit at the recent
American Music Awards! Also attending the event were
Vertical Horizon, Dream and BB Mak!
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Modern Bride
(December 2000)
well groomed:
Make
room on your shelf for this guy-friendly gear. Get hands soft,
smooth and ring-worthy with HEAVY DUTY HandGear, $15.
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Giftware Business
(December 2000)
The Magazine For The Serious Gift Retailer
Fun concepts also aren't just for
women. HEAVY DUTY is decidedly unisex, the refreshing formulas
packaged in containers shaped like bottles of motor oil and tool
box merchandisers. Creator Alex Volkmann produced the line of
quality care so that men would feel comfortable buying these types
of products.
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Teen PEOPLE (December
2000)
Hot Stuff Gift Guide
Are you a HEAVY DUTY
mover&shaker?
For the on-the-go girl who loves to pamper
her skin: the HEAVY DUTY JUMPSTART KIT
($25), packed with four sweet-smelling body treats.
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Skylights (November-December
2000)
HONK IF YOU LOVE CARS
Here's
your one stop shop for automotive products. HEAVY DUTY Industrial
Strength Body Care Products, $15 and up; Auto Strip, "the shave
cream that handles like a dream," $16; Motor Wash, "super sudsy
shower gel for a super-clean finish," $18; Turbo Scrub body scrub,
$20; Body Lube body lotion, $22; Chassis Oil body oil, $24; Hand
Gear hand cream, $15.
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eMakeMeUp.com (December
2000)
HEAVY DUTY
BATH AND BODY!
Alex Volkmann has scored another
major victory in her race for being number one in the choice for
body products suitable for men and women!! Joining her in the
winner's circle are two new kits for the holidays that are sure
to please.
THE HEAVY DUTY SHOWER KIT is a cool package of a sleek chrome
box with a clear windshield showing off the great HEAVY DUTY SHOWER
GEL and a heacy duty sponge as well. This kit is supercharged
and will leave your chassis sleek and sassy. This concentrated
formula sports a fresh citrus blend of top quality ingredients
and extracts including Orange, Chamomile, Nettle, Horsetail, Elderflower,
Calendula, Yarrow, Balm Mint, Grapefruit and Orange oils as well
as Vitamin E. This retails for about $20.00USD.
THE HEAVY DUTY JUMPSTART KIT is a perfect gift for him or her
especially for traveling or as a stocking stuffer. Each little
miniature product is an exact replica of the full sized product
and they are adorable!! The cost of this kit is about $25.00USD.
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Cosmopolitan (October
2000)
Try HEAVY DUTY TurboScrub!
Bad-Girl Issue
Your 10 Most Cringe-Worthy Beauty Questions
7. My legs are so dry
they flake and look dandruffy when I wear hose. What's up?
When you repeatedly put on and take off your stockings, the nylon
fibers scrape against the dry skin cells on your legs and slough
the cells off, resulting in all those flakes. The best way to
slow the snow is to get rid of that layer of scaly skin regularly.
"At least once a week, take a bath and scrub your legs with a
body-specific exfoliator to remove all the dead skin cells," suggests
skin pro Michelle. Try...Heavy Duty TurboScrub, $20.
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Women With Wheels (Summer
2000)
HEAVY DUTY Collection
A new line of cosmetics with a car theme
is out. Available in Sephora, Henri Bendel, Fred Segal and select
Bloomingdales's, Nordstrom's and Bigelows, HEAVY DUTY includes
SuperWash, a super sudsy set of Gel, and a white foam sponge.
MotorWash shower gel is made with extracts Calendula, Comfrey
and Elderflower. Soothing and conditioning the skin, MotorWash
is made with a aromatic citrus blend of grapefruit and orange
oil. The kit is packaged in a reusable aluminum container and
sells for $20. We tried out the Heavy Duty Hand cream, and it's
great. Nice aroma and it provides a deep cleansing of the hands.
We especially like the fact that it's been tested "on genuine
people." Look for it in stores listed above, or call 888-960-8900.
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El Paso Times (August
2000)
it's all in the packaging - For
special occasions, Natalie Jerome, 28, likes to give her family
and friends gifts that are unique.
The Upper Valley resident likes to buy body-care products that
pamper and help people feel good.
Jerome usually buys products from Heavy Duty
- a company that makes body care products for men and women.
"The packaging catches your eye, and
it's very unique," Jerome said. "The shower gel comes in a little
oil can."
Heavy Duty - which has an automotive theme
- is one of many companies that have turned to whimsical packaging
to attract customers. The containers and themes help products
stand out from the wealth of competitors.
Independent brands "have grown because consumers
desire it," said Alex Volkmann, creator of Heavy Duty. "People
are going for brands that they can identify with."
Volkmann said unique packaging gives her
company a true brand identity.
"Heavy Duty stands out because it's
visually different," Volkmann said. "The different shapes and
containers look like something you would see in a car shop."
Heavy Duty products can be found
in El Paso at Al Varela Cosmetics, 5857 N. Mesa. Other locations
include Sephora (sephora.com), Henri Bendel, Fred Segal, select
Bloomingdale's, select Nordstrom's, Bigelows and the productss
Web site www.heavydutyco.com. Heavy Duty products range
from $15 to $100.
|
Ladies Home Journal (July
2000)
What You Want: What You Need:
Beauty Solutions
Every
body needs an allover scrubdown three times a week to maintain
soft, glowing skin. Try: Heavy Duty Turbo Scrub.
|
JUMP
(June/July 2000)
The Drying Game
You
might be able to keep your dry, scaly legs under wraps during
the dead of winter, but guess what - hanging out in the long pants
during 100-degree weather is hardly a party. Start shedding a
little skin so you can show some. Begin by exfoliating dead skin
cells with a body scrub, like Heavy Duty Turbo Scrub.
|
Cosmetics take vanity on the road -
Kathleen Wong, August 2000 Car
wax and motor oil aren't the only accessories for a self-respecting
mechanic anymore.
A Carmel entrepreneur has developed a line of auto-themed body
care products appealing to macho car buffs and cosmetic mavens
alike. Called Heavy Duty, the products are bridging the gap
between the name-brand cosmetics aimed at women and the generic
cleansers men buy.
Company founder and president Alexandra Volkmann came up with
the idea for Heavy Duty while living in the car culture of Los
Angeles several years ago. After all, she reasoned, you do the
same things to your body that you do to cars.
"I thought, wouldn't it be great to put quality ingredients
in a really fun package. At the same time, I wanted to include
the fastest growing demograpic in the beauty industry - men."
Two and a half years ago, she and husband Fletcher made that
dream a reality by launching Heavy Duty from, appropriately
enough, the garage of their Carmel home. A staff of four still
works there.
The unisex audience appeal is reflected in both the marketing
and formulation of Heavy Duty products.
|
WWD
Men's Toiletries (April
2000)
Guys Groove to Beauty's Indie Scene
Alexandra
Volkmann, the founder of Heavy Duty, conceived her company as
a line of gender-bender products.
Volkmann expanded the line last year with six new stock-keeping
units, including a shaving cream, body scrub and shower gel. "Guys
were a big influence for the second set of products," she said.
"They've been amazingly successful, especially the shaving cream.
Guys like that the products really work and they like that the
fragrance is citrusy and unisex."
|
american
Salon
(April 2000)
How do you sell the same bath-and-body products to your regular
female clients and to the average Joe?
You pick up Heavy Duty, the
product line that looks more at home in a mechanic's garage
than in the bathroom. With product names like MotorWash shower
gel, HandGear hand cream and AutoStrip shave cream, its' no
surprise that Aerosmith front man Steven Tyler...has become
a loyal fan.
|
body
- - - - - -
135 best beauty buys (March
2000)
#
120 -
hand cream –
HEAVY DUTY
Aeromsmith's Steve Tyler loves
it so much he buys it by the case...
|
THE
IMPROPER
BOSTONIAN.
(February 2000)
Girls Just Wanna Have Motor Oil
Colonial Drug, 49 Brattle St., Cambridge,
MA sells the Heavy Duty line of skincare products, with an automotive
edge. And they go droll with a
line of unisex skincare products called Heavy Duty displayed
here in a mechanic's red-metal toolbox, thumping wittily along
on a car mechanic theme. The Industrial Strength Body Scrub
comes in what looks like a motor oil dispenser and shows Alexandra
Volkmann, its inventor, in high heels gassing up a finny '58
Caddy. "Gives dull surfaces extra shine!" says the
label. The stuff is loaded with crunchy apricot and walnut shells,
essential oils of peppermint and orange, kiwi and aloe vera
and pumice exfoliate–a jungle of lusciousness, one long
ironic distance fro motor oil. The "autostrip" Shave
Cream, pearly, silvery, whipped and thickissimo, leaves a smooth
hydrated leg. The tangerine-smelling Chassis Oil ("Puts
the brakes on dry skin") is great when no body oil seems
Persian Gulfy enough; it takes you from alligator to peach in
a minute–absorbs, surprisingly, pronto.
|
 Inc.
hottips
- M. W. (February 2000)
Alexandra Volkmann, CEO of Heavy Duty skin
products, in Carmel, California, knows how to get creative
on the cheap. She needed some art for her branding campaign,
and she didn't yet have a budget. But Volkmann had a grandiose
vision for her design–she wanted a picture of a woman working
as a mechanic on a vintage Cadillac. She persuaded a dealer
to lend her a car for an afternoon shoot; then she and a photographer
struck a creative deal. He could use images of her legs in a
shoe campaign he was doing, and she could get her art free.
"The stipulation I made was that he wouldn't use my legs
for something my mother wouldn't want to see," Volkmann
jokes.
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Bath, Body, Spa & Sun Care
The
Cutting Edge
- Kerry Diamond (October 1999)
Shifting Into Gear
New York –
Think Heavy Duty is the beauty industry equivalent of a one-trick
pony? Think again. This fall, the company has expanded from
a single stockkeeping unit–its signature hand cream–to
a six-sku line.
Like the Heavy Duty hand cream, the new products have a citrusy
scent. "They help create a mini-sanctuary in your shower,"
she said. "We used orange and grapefruit oil. It's very
refreshing. Not only do you smell great, but your bathroom does,
too."...
Cars might not be the first things that come to mind when thinking
of beauty products, but the industry often looks outside the
box for inspiration...Volkmann seized on the car theme because
she was fascinated with America's love affair with automobiles.
"When I was living in Los Angeles, it was such a car culture
that I started to think about an analogy between cars and the
human body," she explained. "Plus, cars represent
freedom and style and excitement."
She wouldn't say what's coming next from Heavy Duty, but she
did say the line would remain focused.
"We don't want to have so many sku's that some of them
are irrelevant," she said. "we want to focus on products
that we can improve upon or that we feel are important and different
from what's on the market."
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Bits
'n' Pieces
– Barbara Thomas (April
23, 1999)
Like Lube Oil for the Hands
Its motto is: "For hands
that do more than wave." Its logo depicts founder Alex Volkmann
in a skirt, sweater and heels changing a tire on a '58 Cadillac.
And you can buy it at the Petersen Automotive Museum in Los Angeles.
Heavy Duty hand lotion–$15 for a 3.5 ounce bottle–is
the brainchild of Volkmann, former Murad Skin Care executive and
Fred Segal makeup artist, and her husband, Fletcher. "I feel
like body parts are analogous to car parts...You wash them, buff
and wax and shine them. And yes, " says Volkmann, "I
really do know how to change a tire."
The Carmel couple were determined to make skin-care products that
appeal to men and women and that are as functional as they are
effective. The 1-year-old lotion is such a success that they are
about to launch a full line of body-care products.
The lotion is also available at Nordstrom, Bloomingdale's, Fred
Segal, RK Shugart in Westlake Village, Planet Blue in Malibu,
Sephora in Costa Mesa and also at the company's Web site, http://www.heavydutyco.com.
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beauty
buzz – Christine Lennon Shea (April
1999)
CHIC
SHOP E6
Apothecary
.Until Elena Behrakis
opened her E6 Apothecary in Boston, New Englanders could only
dream about a little place to go for the scoop on "cult"
beauty products. Now her gleaming white shop on Newbury Street
is a beacon for high maintenance Yanks searching for obscure
items to add to their regimens. "We get customers from
Martha's Vineyard to Main," says Behrakis, who designed
the store. "Something was definitely missing here."
Namely, a good hand cream (lately, she's been selling ten
tubes of Heavy Duty Hand Gear a day), Shu Uemura lash curlers,
and a Lorac lipstick made for Ashley Judd.
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Cream of the Crop – Beth Hughes (May
19, 1999)
Entrepreneur's Heavy Duty hand emollient
crosses demographic lines
For years, Alexandra Volkmann used her
hands to do more than just wave...Now her hands do just about
whatever need doing at Heavy Duty, her expanding, Carmel-based
start-up...
(Her Hand Gear) fills a niche that Volkmann spotted while
she was a national sales executive for Murad cosmetics –
a niche that market observers see as an international explosion
in cutting-edge beauty and personal care products...
 Volkmann's
venture began about four years ago, when she realized she wanted
her own cosmetic company with a single product she could sell
as a gift or personal care item, something "that would
cross over into different markets."
She need something heavy-duty, she told her friends. With repetition
cam clarity, In "Heavy Duty", she found a company
name. Next came a marketing concept. Nostalgia for the late
'50s and early '60s appealed to Volkmann, as did their retro
look. "I like the women of that era," Volkmann said.
"I thought of them as resourceful, strong, able to do the
job."
The key element of her business plan may have been her cosmetics-industry
background. Working with a chemist in Los Angeles, Volkmann
specified several ingredients she thought would give her product
a competitive edge. A small focus group of friends, family and
a few strangers wrung their hands over various formulations.
Volkmann acknowledged their efforts with a line on the Hand
Gear label: "Tested on Genuine People."
Volkmann now services more than 500 accounts, representing a
range of retail outlets: department stores; upscale cosmetic
shops like Boston's E6 Apothecary,...; small specialty clothing
sores with big industry clout, like Barney's and Henri Bendel
in New York; gift shops at the Whitney Museum and The American
Folk Art Museum, and home furnishing stores. (photo: Randi Lynn
Beach)
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Drugstore
Cowboys
SCANNING
THE SHELVES–HIGH AND LOW–FOR THINGS YOU NEVER KNEW
YOU NEEDED
– Steven MacKinney
and Christine Muhlke (February
1999)
It's cold outside and dry inside–time
for a(n)... intensely rich cream favored by everyone from Cameron
Diaz to Paul Reubens (ahem). Let it sink in for a minute before
you try to open any doors...
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Smooth
Finish (June 1998)
Heavy Duty: Leaves dry skin in
the dust
One of the biggest attention-getters
in hand cream these days is Heavy Duty, which incorporates an
automotive concept with a retro edge.
"This product is nongreasy, rich and super-hydrating,"
said Alexandra Volkmann, president of the company, which is
based in Carmel, Calif. "I didn't want to make a grandma
cream gone bad," she added, referring to some creams with
an overpowering floral scent. "I wanted to do a gender-bender
with an orange/vanilla scent."
...Minnie Driver, Cameron Diaz, Jennifer Tilly, Helen Hunt and
Lisa Kudrow are among the celebrities that have tried the cream.
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