Procter & Gamble Co. plans to launch a new men's hair care brand named Circ this year, CEO A.G. Lafley said in an analysts' meeting yesterday. P&G filed a trademark for Circ in July 2000 for a hair care line, according to the United States Patent and Trademark Office. P&G will be entering a rapidly growing health and beauty market aimed towards men; men's hair coloring in particular is the new vogue, as the fastest-growing segment in the $1.5 billion U.S. hair color market. P&G will be competing with the White Rain Company, which repositioned the Dippity Doo brand as one for men, as well as with L'Oreal's Casting ColorSpa for Men, Clairol's Natural Instincts for Men and Combe Inc.'s Just for Men product lines. Revlon also entered the market in 1999 with ColorStay Naturals for Men. Mr. Lafley did not specify where the Circ brand launch will occur, but a P&G spokeswoman said that Circ will be expanding its current test markets in the U.K. Though the U.S. has traditionally been the launching pad for most hair care products, many have lately been entering the European market for later expansion to the U.S.
Copyright January 2001, Crain Communications Inc.