Making Bald the New Cool
Howard had his morning routine down. It took thirty minutes to carefully plaster his comb-over across his shiny hairless head. For over ten years the meticulous procedure, which involved a special comb and plenty of hairspray, became a tedious art. One hot humid Florida summer day his comb-over met it’s doom.
“I went to the barber and said, ‘Cut if off.’ Who am I fooling? I’m a bald guy, and I’m going to be proud of it.”
Howard now has his own company. It took 12 years to develop the products, which came as a result of talking with other bald men. Howard’s goal with his products is to help restore pride to those without hair.
“The people speaking to bald guys are Hair Club for Men, Rogaine, hair transplants. They’re all saying it’s not cool to be bald,” says Howard. “It’s a market no one’s speaking to.”
Turns out, that market was large. According to Howard’s research, there are 35 million men in the U.S. who are either balding or going bald.
His message and products are different from what’s out there.
His hair products will soon grace the store shelves of Wal-mart and CVS. They are already in 16,400 stores across the United States.
This is a great story about going against the grain. Here you have a line of men’s products that say, “Hey, you’re bald. Here’s something for you.” There definitely is a neglected market out there. With the term, metrosexual, becoming more commonplace, men are more likely to use more grooming products like these.
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