NEW YORK — Jack Black is back.

This story first appeared in the January 30, 2004 issue of WWD. Subscribe Today.

After four years of servicing men with its skin, shave, sun and fragrance items, the prestige men’s grooming brand from Dallas is entering the hair care category with three styling products, bringing its total stockkeeping unit count to 20 items.

When researching men’s hair care needs and wants, the company found that men think a lot more of their styling products than their shampoo and conditioners.

“Research showed that guys don’t think their hair looks are attributed to shampoo, they think it’s more about styling products,” said Emily Dalton, executive vice president of Jack Black. “But he’s not going to do a five-step regimen to get there.”

Hence, the new line, which is packaged in the brand’s iconic cobalt blue containers, is multifunctional. Offerings include High Definition Hair Pomade, Body Building Hair Gel and Sleek Finish Texture Cream.

The gel is colorant-, dye- and fragrance-free and is formulated with panthenol and vitamin B6 to add luster and shine, while an alcohol-free formula creates hold without flaking.

The texture cream is designed to give a luxurious and controlled look that conditions and smooths. It’s formulated with silk amino acids and lanolin to smooth the hair shaft and jojoba oil is added for moisture and shine.

The Pomade can be used on wet or dry hair and is formulated with extra-light beeswax that provides control but washes out easily.

Jack Black generates $5 million in annual sales, according to industry sources, and the new styling products are estimated to generate $300,000 by the end of 2004.

Products arrive to 900 stores across the U.S. in March, including Saks Fifth Avenue, Nordstrom, Bloomingdale’s and Sephora, and will retail for $16 for the texture cream and pomade, and $14 for the gel.