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Thick Head to Address Men’s Thinning Tresses

Atlantic Coast Brands wants to be an equal opportunity hair growth marketer.
The maker of Keranique, a women’s regrowth system, is jumping into the men’s segment of the $3.5 billion hair loss and thinning business with a collection bearing the cheeky name Thick Head.
“Men’s hair loss is a much bigger market [than women’s],” said Andrew Surwilo, cofounder and co-chief executive officer of Atlantic Coast Brands. “We have produced what we feel will become the category leader.” Thick Head will be sold in chains like Rite Aid and CVS, as well as through the company’s direct-to-consumer options.
Atlantic Coast Brands has a solid track record with Keranique, which in nine years has amassed estimated sales of $70 million, and has expanded from direct-to-consumer only to major retailers including Ulta Beauty and CVS. Industry sources expect Thick Head can easily sail past $25 million in sales in the first year alone. Although he wouldn’t comment on projections, Surwilo said he expects Thick Head to be the company’s largest brand — and that takes into consideration the other nameplates in its portfolio such as Hydroxatone Anti-Aging Skincare, which he said registers sales exceeding $100 million.
Despite the fact men’s tresses are thinning — the American Hair

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Via:: https://wwd.com/beauty-industry-news/hair/thick-head-launches-1202979525/