Michael James, founder of FREDERICK BENJAMIN grooming and long-time personal care products executive, knows all too well what a difference a good first-time impression can make.
|FREDERICK BENJAMIN grooming products|
But when he launched his multicultural men’s hair care line – in the beginning of the economic downturn – it soon became evident that projecting confidence and a having a polished appearance was going to be even more essential for job seekers and those looking to maintain their employment. As a result, James focused on creating a line of products that were simple and natural enough to tap into a man’s confidence while helping him stand out in a crowd.
“Now more than ever, a polished appearance is critical,” James said. “With the national unemployment rate hovering around 9.4 percent, so many men are in a highly competitive job market, jockeying for a limited number of jobs. We wanted to leverage our grooming products to help them thrive by allowing them to feel clean, comfortable and confident in order help them be successful.”
Designed for the multicultural man, it was crucial that the product line be free of scalp irritants such as alcohols, synthetic fragrances, petrolatum and mineral oils. Instead, the premium grooming products fused an effective balance of 100 percent active natural oils of spearmint, clove, nettle and hemp seed. Those ingredients allowed the line to be lightweight, grease-free and hydrating with a natural fragrance. These were all attributes that James found painfully missing in the array of products he once used.
The three-step FREDERICK BENJAMIN grooming line provides the essential tools needed for men with multi-textured hair.
STEP 1: CLEANSE
The Invigorating Cleanser uses gentle cleansing agents to detoxify the scalp and hair without stripping.
- Generates a hearty lather
- Rinses excess oil, sweat and build-up
- Tingles the scalp and unclogs pores
- Relieves itching and flaking
The Invigorating Moisturize features rich conditioners that replenish moisture to restore softness and elasticity.
- Combats dry scalp and hair
- Restores softness and shine
- Detangles for increased manageability
The Daily Hydrator/Leave-in Conditioner is a light-weight styling crème that defines, adds texture and prevents dry scalp.
|Michael James, founder|