Grooming concepts are opening up to a group of previously overlooked consumers--men. With barber shops nearing extinction, full-service men's grooming salons like Fritz's The Ultimate Grooming Experience in Louisville, Kentucky; Sports Clips Inc. in Washington, DC; and American Male in Reading, Pennsylvania, offer consumers everything from color and perming to--as American Male likes to put it--"hand detailing." Even nail-care manufacturers, like North Hollywood, California's OPI, have taken advantage of this recent interest with a line of male-inspired nail strengtheners and low-gloss finishing products.
This article was originally published in the August 1999 print edition of Entrepreneur with the headline: Strike It Niche!.
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