PHOENIX, Ariz. -- About 70 million men and women suffer from hair loss. But now there's a new procedure that can give them a full head of hair again.

Don Hattery had lost much of his hair by the time he was just 23 years old. Now at the age of 41, he has much more hair than many younger men, thanks to Dr. Shelly Friedman's hair transplant work.

"Everyone that loses their hair is bothered by it. I saw some of [Friedman's] pictures and thought 'Man, I got to do this,'" Hattery said.

Now at his office at the National Hair Center in Phoenix, Friedman is doing something even better.

"Instead of placing the graphs vertically, we actually place them horizontally. You get more hairs visible," Friedman said.

The skin and hair follicles are cut from the back of the head, an area where the hair is immune to the hormone that causes hair loss.

Friedman said that looking up close to the part of the scalp which has been transplanted, the hair can be seen growing naturally, sometimes in clumps of two, three, or four hairs.

He also said that the hair is transplanted via a small incision.

"We start at the hair line. One-hair graphs, two-hair graphs, three-hair graphs," Friedman said. "You don't get any plugginess, no unnaturalness. It turns back the clock."

It took Hattery three transplant procedures and two years for his hair to grow in full.

"The hair I have now, that I'll have until I'm 120, it's my hair," Hattery said.

Each transplant procedure costs about $10,000. More information is available on the Web site, kpho.com