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A New Option in the Men’s Hair Color Market

Carl Sandler has been involved with biotech and Internet start-ups, but his latest creation hit a personal note.
“When I turned 40, my father suggested I dye my beard,” said Sandler, who promptly went to the drugstore to buy a box of the leading men’s hair color. “I put it on, waited five minutes and it was completely black. I couldn’t leave my house and eventually shaved my beard.”
The experience prompted him to research the options in the $200 million men’s at-home hair-color market. “I figured out I had picked the wrong shade and had used it too long. It took me over a year to learn how to dye well and I found out others had the same problem.”
Sandler uncovered that there was a lack of choices for men looking to dye. Since 1987, Just for Men has dominated the segment. For the 12-week period ended Aug. 12, according to IRI, Just for Men’s portfolio of hair colors produced sales in food, drug and mass doors exceeding $43 million. The closest competitor’s sales totaled less than $1.5 million. Sandler, noting an opportunity, decided to make men’s hair color his next start-up.
Borrowing from direct-to-consumer models such as Harry’s, Dollar Shave Club

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Via:: https://wwd.com/beauty-industry-news/hair/new-option-in-the-mens-hair-color-market-1202868584/