Johnson Products sponsors SWAC tournament, shows off new product at event

NEW YORK — Johnson Products, a maker of ethnic hair care products, strengthened its commitment to historically black colleges and universities and their athletes by supporting the Farmers Insurance 2011 Southwestern Athletic Conference Basketball Tournament in March. As the exclusive hair care sponsor, the manufacturer debuted its new Ultra Sheen Men at the event.

The tournament took place March 9 to 12 at the Special Events Center in Garland, Texas.

At this year's SWAC tournament, all of the student athletes received customized gift bags from Johnson Products Co. In addition, the manufacturer hosted in the Exhibit Hall an Ultra Sheen Men's Grooming Lounge, where visitors could get a haircut, styling tips and win prizes. During the basketball games, the company hosted halftime challenges for fans.

As previously reported by Drug Store News, the company entered the men's grooming segment in 2011 with the launch of its Ultra Sheen Men. The grooming collection, which includes grooming gel and wave conditioning pomade, is geared toward the "urban trendsetter man who has style and swagger," according to the company.