Dwayne ‘The Rock’ Johnson unveils Papatui men’s care brand
Dwayne “The Rock” Johnson is entering the men's beauty space with Papatui, a personal care brand that offers skin, hair, body and tattoo care items.
The brand has been in the works for more than three years and was created with a team of skin care experts and scientists who are focused on creating products that have effective and clean ingredients, the company said.
“People have asked me about my skin care for years, and people know that I'm a big advocate for all men to take care of themselves, inside and out. Men's wellness will always be very important to me, and I've been lucky enough to have access to some of the best resources and minds when developing Papatui,” said Johnson. “Together with industry experts, we committed to create products that work and deliver the quality and value that all hardworking men deserve. Now all my men out there can trade-up to high-end products without having to pay high-end prices. I believe these products will help men take better care.”
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Formulated with the male consumer in mind, Papatui’s offerings include an oil-free face moisturizer, an antiperspirant and tattoo care items that moisturize and brighten ink design.
“The name Papatui is deeply personal to me. My Samoan grandfather, the High Chief Peter Maivia, was the first man who taught me what men’s care was all about. Even though I was just a 5 year old punk kid, my grandfather was one of my heroes,” said Johnson. “He was strikingly handsome, had beautiful skin, was well groomed, always smelled incredible, he was loved and respected by everyone, and on top of all that - he was also tough as hell— an attribute he clearly did not pass on to me lol. His nickname for me, was 'Tui.' And 'Papa,' which translates to 'Rock' in Samoan, also comes from my most important and protected role, which is father to my three daughters. I wanted to honor these anchors in my life. Thus, Papatui.”
The line's face care products include the Hydrating Facial Cleanser, Rejuvenating Toner, Restoring Face Moisturizer and the Awakening Eye Gel. Tattoo care items include the Enhancing Tattoo Balm and Enhancing Tattoo Stick.
Body and hair care products include the 48 Hour Aluminum Free Deodorant, 48 Hour Antiperspirant, Refreshing Body Wash, Enriching Bar Soaps, 2-in-1 Nourishing Shampoo and Conditioner and 24 Hour Body Lotion.
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“Papatui is an amazing brand offered at exceptional prices, and I'm incredibly proud of the partnership that went into this launch,” said Rick Gomez, executive vice president and chief food, essentials and beauty officer at Target. “Dwayne and the Papatui team spent time and worked closely with us at Target to help deliver a range of high-quality, clean products that I think shoppers will absolutely love.”
Retailing from $7.99 to $9.99, Paptui is available online and will hit physical and digital Target shelves on March 10.
