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J.B. Williams Total Hair Fitness For Men is first complete mass men's hair care line.

This article was originally published in The Rose Sheet

Executive Summary

J.B. WILLIAMS TOTAL HAIR FITNESS FOR MEN CAPITALIZING ON MALE SALON MARKET trend with a six-SKU mass market shampoo and conditioner line specifically designed for men. In an effort to offer "premium-quality men's products" in the mass arena, Williams is taking advantage of a strategy previously used only by salons that "recognizes men's hair care...[as] a separate market." According to the company, no mass alternative to the growing men's salon hair care market exists, which provides the marketer of Brylcreem and Aqua Velva with "an enourmous opportunity" in the category. The line is available in drug stores, including Wal-Mart, CVS, Rite Aid and Walgreens.
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