By  on June 5, 2009

L’Oréal Professionnel is taking a three-pronged approach to targeting an upscale male salon clientele with a new concept called L’Oréal Professionnel Homme.

The venture includes a hair care and styling aids line, a hair color system applied by salon staff and in-salon men’s areas called Homme Centers.

Currently, there are five “dedicated men’s sections at more unisex [oriented] salons,” said Paul Schiraldi, vice president of marketing for L’Oréal Professionnel. He said there would be two more Homme Centers likely opened this year and another four or five opened next year at various salons across the country.

Salons that feature the Homme Centers include hairstylist Ted Gibson’s Chevy Chase, Md., location; Anushka in West Palm Beach, Fla., and Blondie’s Hair Studio in Washington.

The Homme Centers are designed to take a corner or other area in the salon and make it male friendly. By mixing dark styling chairs with dark fixtures, a masculine feel is often accomplished. The idea is to create a premium, dedicated men’s space, said Schiraldi, “because men feel comfortable there.”

“Men want to see an environment clearly designed for them,” asserted Heather A. Lew, marketing manager for L’Oréal Professionnel. “It’s a sleeker, modern, masculine approach.”

Meanwhile, the L’Oréal Professionnel Homme product line comprises seven items: four hair care products and three styling aids.

The hair care line includes three 250-ml. shampoos dubbed Tonique, which is meant to revitalize the hair; Densité, for fine-thinning hair, and Energic, an “energizing and refreshing gel shampoo,” according to the firm. There’s also a 150-ml. conditioner designed for all hair types called Controle+. Each product is priced at $15.

The trio of styling products, which are each priced at $16, include a wax to create definition, 50 ml., and a fiber paste called Sculpte and a gel called Strong, both 150 ml. The product range targets guys 25 years old and up.

Rounding out the L’Oréal Professionnel Homme concept is a professional hair color line, called Cover 5’. The range of five shades (dark brown to dark blonde) is for gray blending, which means that gray hair is not fully covered but blended into the hair’s natural shade. The process is designed to take place at the shampoo sink, and to take five minutes to apply and rinse.

While prices for the color process will vary depending on the salon, the service is estimated to cost an average of $25. Guys 35 years old and up are the primary target for the Cover 5’ treatment.

“Every six to eight weeks, men visit the salon,” said Lew, “and that is when the color needs to be reapplied. Cover 5’ is an innovation in the market.”

The hair care, styling and color processing services together — which are to finish rolling out this month to about 2,000 salons initially — could combine to generate $10 million in first-year sales, according to industry sources.

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