Alan Stockman’s moving in as president of Bosley Professional Strength and looking to sharpen the business.
The salon products industry veteran steps into the role at the Placentia, Calif.-based purveyor of topical solutions targeting hair loss and thinning hair after spending more than four years at Conair Corp., where his last post was vice president and general manager at Conair Professional. Stockman arrives at Bosley Professional Strength as sales of hair-loss treatments dipped 1.5 percent to $3.6 billion in the U.S. last year, according to market research firm IBIS World. However, sales are expected to increase over the next several years.
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“It’s rare that you get a chance to take on something that’s both an extraordinary opportunity and a challenge. That’s what I see at Bosley,” Stockman said. “There’s so much here in terms of product efficacy, world-class manufacturing and research and development, and you have positioning that’s timely and meaningful to both men and women. At the same time, you have a business that needs to be jump-started to get to where it needs to go.”
Bosley Professional Strength’s assortment spans nearly 20 stockkeeping units priced from $16.95 for the Volumizing & Thickening Styling Gel to $41.95 for 30-Day Starter Kits. Bestsellers include BosRevive 30-Day Kits, Healthy Hair Supplements, Healthy Hair Re-Growth Treatments, Follicle Energizer, Hair Thickening Fibers and BosDefense 30-Day Kits.
The company was formed in partnership with the hair-restoration authority Bosley Inc. After its founding in 2009, Bosley Professional Strength’s products launched on shelves in January 2010. Today, the brand’s merchandise is available at roughly 20,000 salons, beauty supply destinations and retailers worldwide, including Ulta Beauty, Beauty Brands and CosmoProf.
“There is so much potential at Bosley, but the group has been trying to do too much and the results are too diffuse,” Stockman said. “We have to get a handle on the most important things we need to touch, whether it is customer activity or simply defining what our message is and how we present that to the marketplace.”
Stockman will consider pushing Bosley Professional Strength into new product categories and is boosting its investment in digital outreach. “We are very underdeveloped right now in terms of how we approach communications overall socially and digitally,” he said. “My objective with Bosley is to put a spotlight on the things we do and to add onto those things. No matter how crowded the space is, there’s always a place for products with superior performance and extraordinary consumer connection.”