Mens Hair Products
As men spend more time and money on grooming products, manufactures can cater to their hair care needs.
(Continued from page 2)
From Anthony Logistics' alcohol-free hair gel to California North's use of natural
essential herbs for a biodegradable shampoo and conditioner, quality men's hair
products rely heavily upon key ingredients to be successful, not only for their
marketing value, but for their functionality, as well. Men are loyal to products
that work. An example of a new and innovative ingredient for hair is a polymer
technology unveiled in April by The Personal Care business of National Starch
that offers formulators the ability to combine excellent, long-lasting hold
and flexible, natural motion in just about any consumer styling product--and
at the same time offer an elasticity to styles that provides shape memory. The
new technology, called DynamX, is based on polymer technology that creates a
flexible yet very strong film on hair. This polyurethane/acrylate technology
bonds to hair better, offers superior film toughness, dries fast, and has more
flexibility and a better feel--benefits that will appeal to men looking for
a no-fuss hair care regimen.
No-fuss routine
No matter the style, cut or color, manufacturers can be a part of men's daily
hair routine. The key is to educate men and make them feel comfortable purchasing
your products. The main concern for men is not knowing which products wil1 help
them achieve the look they're aiming for. "Men don't have the patience
or the desire to purchase different products and go on a trial-and-error mission
to find the best product for their hair's texture and style," said Eldor.
They are not comfortable purchasing products that seem too feminine and tend
to shy away from the women's aisle and primarily woman-focused companies. For
Combe, Maxim magazine was a perfect fit for its marketing campaign. "We
pursued an agreement with them to get into the marketplace with a psychological
advantage," Wendroff continued. "There is nothing more guy-like than
Maxim, and it resonates with our under-35 target market."
Using Maxim, Combe is looking to expand the brand throughout the globe as well.
While the formulation won't change, marketing tactics will depend on the state
of men's hair care and the degree to which Maxim magazine is developed abroad.
As men become more aggressive about using product to achieve the look they want--and
they are--the men's hair care market will continue to grow and expand across
the globe. Concluded Eldor, "Hair care for men as an industry is no longer
taboo, but rather the norm."
COPYRIGHT 2002 Advanstar Communications, Inc.
COPYRIGHT 2002 Gale Group
Other Pages
Mens hair Trends 1
Mens Hair Trends 2
Mens Hair Trends 3
