MIN: SALON HAIR COLOR FOR MEN
Byline: Matthew W. Evans
NEW YORK — MiN is on the move.
And Chad Murawczyk, the founder of MiN Men’s Color Match — a hair color line designed for salons to use exclusively on men — pulls no punches when discussing his objectives for the brand.
“The goal is to be the number one professional-only hair color for men,” said Murawczyk, who’s also chief executive officer of Salonclick, the Marlton, N.J.-based firm that launched MiN two years ago.
The bulk of MiN’s 5,000 accounts signed on last year. The line is procured through regional distributors or directly, via a 1-800 number. Murawczyk believes MiN could achieve distribution in as many as 30,000 salons by this time next year by stressing to new salons that they must offer male-oriented services. This kind of expansion could triple the size of the brand, which garnered an estimated $3 million in sales last year.
Murawczyk cited Manhattan’s John Barrett Salon as an example of one that caters to a good percentage of male clients — 15 percent, according to Deborah Hardwick, executive vice president and co-owner of John Barrett. John Barrett took on MiN last Thursday.
“If it’s the right option, we’ll be using MiN,” Hardwick said, adding that “for a large percentage of our male clients, it will be the right option.”
Billed as the “first professional-only hair color for men,” MiN takes its name from “minutes” — a nod to the three-to-five-minute time frame in which the color is supposed to set. Processing time is a huge factor for men, according to Murawczyk, who said guys are “sensitive” to sitting for 20 to 40 minutes.
“The amount of time men allot for a beauty service is shorter” than the timeframe women typically set aside, agreed Hardwick.
She went on to describe what makes MiN different and male-oriented, saying, “It’s got a short-and-sweet color selection that’s right on target for most people who want to cover gray hair [rather than] an array of shade options that women would be looking for,” she said.
Murawczyk, formerly regional manager for the American Crew hair care line, created MiN because he saw only two coloring options for men: at-home drugstore brands and salon color treatments with “warm” tones like red.
MiN, a range of 11 mixable shades and one processor, features “cool” tones like blue and slate, said Murawczyk. Edgy colors don’t exist within the line, which targets gray or graying professional males. “No punky shades,” Murawczyk declared. “MiN is a straightforward, no-frills approach to solving gray hair problems.”
Murawczyk thinks a phenomenon that has caused hair color to heat up — graying female baby boomers — will affect the men’s segment.
Citing Information Resources data, Murawczyk said men’s hair color is a $160 million market. He added that the mostly mass market distribution category is expected to grow 12 percent this year. “I believe it will be a $500 million market in the next 10 years,” he said.
MiN’s training and support initiatives for salons include in-salon classes, printed materials and a hotline for colorists. Recently, MiN conducted a demonstration for John Barrett’s 15 colorists.
Though the brand is intended only for use in salon services, MiN is visible to consumers via counter cards and adhesive signage in salons.