Fat Foam is a hair color that is actually a foam so the color doesn't drip and stain any furniture and clothes, which is the main problem of hair color today. This is an innovating idea but it might come to a surprise as to how is marketing this new product in the US. Not a high-end beauty company but Walmart.
It's not unusual for ideas like this to come from Japan to the US, for example, Proctor and Gamble's first Swiffer mop. However, it is unusual for a retailer to do this, beating national brands to the punch. Fat Foam will be launched exclusively at Walmart stores for the first six months but after that, it will be released in other retail stores. But still, it's pretty ballsy of Walmart to lead product innovation with a new brand in hair color, a category that never had private label in the past. Because of the high risk of failure in hair color, there is a high consumer resistance to trying private label or new brands so Walmart launching this new hair product does not seem like a good idea.
I feel that Walmart is just trying to take over. I think John Frieda should have launched the new hair foam but Walmart kind of took over the idea. John Frieda is much more of a respected brand and no matter how cool of a product it is, consumers will always look at the brand first to make their purchasing decision. Me personally, I wouldn't trust a new Walmart hair product especially hair color. I don't think Walmart should come out with new beauty products at all.
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