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NEW YORK — Salonclick is expanding its MiN men’s hair color brand with the launch of a hair care collection in salons. The new products are designed to complement MiN Men’s Color Match — the hair color line on which the company was founded three years ago.

This story first appeared in the January 24, 2003 issue of WWD.  Subscribe Today.

While MiN Men’s Color Match is intended for use by salon staff only, MiN hair care, as the new benefit-touting assortment is called, was cast for the retail area of the salon. MiN comes from “minutes,” the time period in which the Color Match shades are designed to process.

For Salonclick founder Chad Murawczyk, the retail product launch is the next step in a brand-building strategy. “This makes it one full system,” he said. Murawczyk hopes MiN will gain longevity and loyalty through slow, controlled expansion. “My goal is to have the same customers we brought in [from the start] still here 10 or 15 years down the road.”

Initially, four hair care products will hit shelves at the end of the month. A shampoo, called Wash, and a conditioner, called Rinse, will both come in 260-ml. bottles for $14. Two styling aids — Firm Gel and Grooming Creme — are both priced at $14.50 for 205-ml. pots. Two additional styling aids, Ice, a texturizer, and Clay, a molding clay, will arrive in early March and have yet to be priced.

Murawczyk, who’s of the philosophy that “20 percent of stockkeeping units account for 80 percent of sales,” decided to field just a handful of items. “I wanted to do foundational products,” he said. Referring to the assortment’s price points, he added, “I want it to be up-market. Guys are not price-sensitive if you give them a straightforward message and the product does what it says it does.”

The line is positioned as a source of “multiple benefits through a focus on formulation.” This hinges on a no-nonsense label — a list of ingredients, each corresponding with a benefit claim — on the back of each product. For example, “Zinc Sulfite” appears next to “Blocks DHT. Helps reduce hair loss.” This “benefit platform,” said Murawczyk, was designed to be “as straightforward as possible.”

MiN distribution is handled directly and through about 12 distributors. Salons carrying Color Match top the list of doors slated for the launch of MiN hair care, which is expected to be in 1,000 salons within the first 60 days of distribution. The retail line is expected to parallel Color Match distribution — currently about 3,000 salons — within the first year. During the same period, MiN hair care is expected to exceed $1 million in wholesale sales, according to industry sources.