American Crew, the men’s hair salon brand, is looking to plump up its hair-thickening business with the September introduction of Hair Recovery Foam, a new addition to the brand’s Trichology Hair Recovery System, which made its debut last fall.
Trichology Hair Recovery Foam is not designed as a styling aid. Rather, it is meant to be applied to areas of the scalp where the hair is thinning. It is designed to be applied after use of the existing Trichology Hair Recovery Shampoo as part of a two-step regimen.
Initially, the 150-ml. foam and 250-ml. shampoo will be sold together as a duo for $39.95. They will eventually be available separately at more than 2,000 salons in the U.S., with the foam priced at $39.95 and the shampoo at $11.95.
“It’s an additional option for guys,” said George Accattato, international educator for American Crew, who noted the foam will not replace existing products in the four-item Trichology Hair Recovery System line. Aside from the shampoo, the Recovery System line includes a 60-count box of patches and 42- and 12-count boxes of ampoules, which contain a concentrate designed to be applied to the scalp.
“The foam will be the product that makes the most sense for guys to use,” said Accattato, who added that, “A lot of guys didn’t get the patches,” which are designed to gradually release ingredient while they are worn for eight hours at night.
Like the existing Trichology Hair Recovery System items, the foam uses a combination of hops, rosemary, swertia japonica and silica, which is supposed to yield “fuller, thicker, stronger hair — and [prolonged] hair life,” according to the Denver-based firm.
Trichology Hair Recovery Foam could generate upward of $1 million in retail sales volume during its first year on the market, according to industry sources.
The Trichology Hair Recovery System marked American Crew’s entry into the hair-thickening business and the collection is heavily promoted at americancrew.com with a campaign called “100 Real Questions: 100 Expert Answers About Hair Loss.”
Overall, American Crew is distributed in 50 countries and at 25,000-plus salons in the U.S.
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