By  on February 15, 2008

Just For Men, the best-selling U.S. hair color brand specifically targeting men, is aiming to appeal to aging Baby Boomers looking to fine-tune the shades of gray in their hair.

The brand, which is owned by Combe Inc., is rolling out Touch Of Gray, a five-shade subbrand within Just For Men inspired by a potential consumer base of men who are no longer looking to cover their gray hair. Rather, they want to find a shade of gray that appeals to them, according to Rick Powers, president of Combe North America.

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