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.
"They were looking for a product that would let them be the gray they wanted to be," he said. "These men would not have considered men's hair color. They are turning 62 this year, getting ready to retire, are ready for the next phase and want to enjoy life now. They no longer feel full coverage is right for them."
Each Touch Of Gray shade (Light Brown, Medium Brown, Dark Brown, Black and Jet Black) will be priced in the $7 to $8 range and is designed to darken or tone down gray hair. Each box contains a one use, 1.4-oz. tube and comb applicator.
"It would reduce a man who is 50 percent gray to a darker color, closest to the color he had previously," Powers explained, adding that consumers who want darker tones will need to use multiple tubes.
Packaging reads, "Lets you keep some gray," and "Works gradually."
The Touch Of Gray coloring process is designed to be gentler because it uses oxygen as a catalyst, rather than hydrogen peroxide or ammonia, Powers noted. "It's a totally new technology," he said. Touch Of Gray, which was developed over several years, is designed to take effect in five minutes, prior to shampooing.
Existing Just For Men products address full coverage of the mustache, beard and head.
The brand was number three among hair color brands overall in the U.S. mass market, with a dollar share of 8.5 percent of the market, according to recent data from Information Resources Inc. Data does not include sales at Wal-Mart.Sales of Just For Men reached $88 million at drugstores, supermarkets and mass merchants last year, a 5.5 percent increase, putting Just For Men behind two L'Oréal brands. Wal-Mart is said to account for about 30 percent of total retail sales.
Touch Of Gray began shipping to retailers two weeks ago and is expected to be on shelves by the end of March. While Powers wouldn't specify how many doors would carry the brand, it is estimated there are upward of 38,000 mass, drugs and grocery stores in the U.S. that could carry the brand.
Touch Of Gray could generate first-year retail sales of $20 million, incrementally adding to Combe's annual retail sales, which are estimated by market sources to be about $320 million in the U.S. About 44.7 percent of sales are generated by men's hair color products, while the rest is generated by Combe's skin, foot, oral and denture care businesses. Just For Men is carried in more than 50 countries.
Advertising for Touch Of Gray is slated to break March 31 on TV, in print and on the Internet. Ads are to appear in lifestyle, general readership and enthusiast magazines. While hair color brands typically spend about half of projected first-year sales to support a launch, sources speculated Touch Of Gray could have a budget in excess of $10 million behind it.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews