Keune Haircosmetics has launched Care Line Man, its first line of hair care products and styling aids designed for men and, judging by initial results, the range could generate first-year retail sales volume of $3 million to $4 million, according to industry sources.

This story first appeared in the October 30, 2009 issue of WWD. Subscribe Today.

The seven-item line, which launched in September to 25,000 salons, has so far reached sales in excess of $500,000.

Care Line Man consists of three shampoos, three styling aids and an item called Fortify Lotion, which is designed to speed hair growth, purportedly lengthening hair by 25 percent in four days.

“It fills out the Keune brand,” Nancy Coss, chief operating officer of Atlanta-based Keune North America, said of the introduction of Care Line Man. “It makes us a more well-rounded company.”

Coss said, according to company research, 86 percent of men buy their own products in the hair care market, while 63 percent buy male-specific products. And, just more than half of men have more than three hair care products in their possession on any given day.

She contended that this was not the case five years ago. “With this turnaround, it’s a market we really wanted to tap into,” said Coss, who estimated the size of the men’s grooming category in the U.S. at $3.5 billion. She added, “[Men] have become more aggressive in buying their own products now, which increases male market sales.”

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Care Line Man is divided into four regimens: Fortify, Hydrate, Combat and Magnify Style.

The Fortify products include a shampoo and the lotion. The shampoo, 250 ml. for $15, is designed to create the appearance of fuller hair and the formulation includes red ginseng, vitamin H, caffeine and menthol. Red ginseng is said to stimulate hair growth and caffeine is said to promote better circulation — and the two ingredients are also found in Fortify Lotion, 75 ml. for $40.

Hydrate and Combat each comprise a shampoo (250 ml. for $15). The Hydrate shampoo employs bamboo protein while Combat, which is designed to fight dandruff, features salai and zinc pyritione.

The Magnify Style regimen includes Triple X Gel, 200 ml. for $15; Mineral Cream, 100 ml. for $20, and a clay called Matte Effect, 100 ml. for $20.

In addition to Care Line Man, Keune has also introduced a six-shade color line for men, called Color Man. The range, which is designed to reduce the appearance of gray hair, includes black, dark brown, medium brown, light brown, dark blonde and medium blonde hues. The ammonia-free cream-gels are designed to help thicken hair and process in five minutes.

The full Keune assortment includes more than 500 stockkeeping units, including professional color. There are about 300 sku’s produced for retail sale.

The 87-year-old, family-owned firm, which is based in the Netherlands, has manufacturing facilities outside of Amsterdam and subsidiaries in the U.S., Belgium, France, Holland and Switzerland.

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