MulticultuRal focus by Dana Robinson

Multicultural focus
by Dana Robinson
The Doctor Is In
Mikal Clay Products may just be the ethnic market’s next big beauty brand.
back in 1998, when Seinfeld was signing off
and Harry Potter was not yet a household name, Mikal
Clay was planting the seeds of what would become a prosperous beauty-care brand. His VitaStrand hair vitamins,
a concoction of all-natural ingredients designed to promote strong, healthy hair, were introduced to the salon
market that year, and eventually became the first vitamins to successfully sell in OTC stores. A few years later
they were accompanied by more products, and the Mikal
Clay Treatment Line from Chicago-based Mikal Clay
Products became a sought-after collection. “My products
give people the opportunity to grow their hair without a
gimmick,” says Clay. “Your scalp needs the right diet of
vitamins and nutrients in order to grow healthy hair.”
Clay started the line because he noticed that people
who wanted more hair were resorting to weaves that were
improperly secured, which led to hair loss and traction
alopecia, the gradual receding of the hairline. Consumers with these conditions have seen significant results
while using the Treatment Line, which can also be used
by those who simply want to keep their hair healthy and
strong. The collection includes Moisture Healing Balm
daily moisturizer to improve hair’s texture, Recharge
purifying shampoo to remove product buildup, Thrust
therapeutic scalp stimulant to combat thinning hair and
hair loss, Encourage conditioner to refresh and rejuvenate the hair and scalp, and CIA leave-in conditioner to
keep hair soft, tangle free and ready for styling.
hair doctor
Clay had quite a bit of beauty experience long before
his first product came to market. The young entrepreneur earned his cosmetology license while still in high
school, became a stylist and educator, then, while in
college, worked in product development for various corporations. “The company I created the Treatment Line
for rejected it,” remarks Clay. “They said it would cost
too much to produce, so I took the line and distributed
it myself.”
Although Clay had salable products that filled a market
niche, there were a few bumps on the road to prosperity.
“I could develop, but I couldn’t sell,” Clay admits. “When I
finished college I continued as an educator, which helped
me learn the ins and outs of the beauty business.” That
knowledge put him in a better position to get his products
to market, and the time and attention spent on learning
the business paid off. The high-end line is doing very well
and is available in about 200 stores. “We’re always looking
into new markets,” remarks Clay. “And we just recently got
national distribution.”
64 May 2006 Beauty Store Business
The Mikal Clay Treatment Line offers formulas and nutritional supplements to help grow healthy hair from the inside out.
Not satisfied with simply helping people achieve and
maintain full, healthy-looking hair, Clay seeks to help
his customers on a variety of levels. “My products and
my company help the customer physically, intellectually, emotionally and spiritually,” states Clay. “They help
customers look better, and people feel better when they
look better, and when they feel better they have a better
spirit. The information included with the products also
helps educate them.” But the benefits of Clay’s haircare
expertise are not confined to the products on the shelves.
He also shares his knowledge with a radio audience on
Rejoice 102.3, a Chicago-based gospel station. The onehour Hair Doctor radio show is on three days a week, and
can also be listened to on the Internet at www.wyca1023.
com. “People call in and e-mail questions about hair care
from all over the world,” says Clay. “I’ve even had calls
from as far away as Iraq.”
EDUCATION IS KEY
Even though he’s got his hands full managing a product
line and hosting his own radio program, Clay’s major
focus is on educating both the consumer and the store
owner. “We need to change people’s mindsets,” says Clay.
“The popular belief is that in order to make your hair
grow, you just have to put some kind of ‘grease’ on it, but
that’s not the case. The hair is composed of dead cells,
so treating something that’s dead is not going to make it
grow. You must start from the inside.” This information
is valuable not only to customers, but to store owners who
may need to answer questions about the product line.
“The stores that do the best with our products are the
ones that provide the best customer service,” says Clay.
Clay passes on his knowledge of all things related
to healthy hair and his Treatment Line in a number
of ways. In addition to his radio show, he educates his
reps, who then pass that information on to store owners
and customers. He also offers Hair Dr. TV, an informational DVD, and support via the web at www.mikalclay.
com. And if consumers and store owners still aren’t able
to get the information they seek, they can simply call
877/DOC-CLAY.
Every big beauty conglomerate began with no more
than a great product, a marketing strategy and a desire to
help consumers look their best, and Mikal Clay Products
seems to be following along the same route. With a nononsense approach to education, beauty and customers’
well-being, this young business is working hard to be the
next big thing.