New Touch Of Grey™. For the Generation That Refuses to Get Old.
Introducing the First & Only Gradual Hair Treatment That Lets Men Keep Some Grey

Croydon (31st March 2009) -- From the makers of Just For Men® comes Touch Of Grey™, a new gradual hair treatment designed to specifically meet the needs of men who like the respect that their grey hair gives them, but want to reduce the amount of grey so that others can see their vitality. Widely available from April 2009, this easy-to-use, permanent no-mix gel formula allows men to subtly reduce the amount of grey in their hair to the level they like, resulting in a very age-appropriate and natural look.

Available in three natural-looking shades including Medium Brown-Grey, Dark Brown-Grey and Black-Grey, Touch Of Grey™ works gradually so men have total control over how much grey remains in their hair. With a breakthrough no-mix formula, a five minute application time and a patent-pending comb applicator, men will find the treatment process as simple as combing their hair.

"Based on extensive consumer research, we determined that there is an entire population of men who are going grey and want to subtly refresh their look to reflect their vitality," said Michael Wendroff, Vice President of Hair Care for Combe Incorporated. "To appeal to this demographic we created Touch Of Grey™, an innovative hair treatment that allows men to control their reduction of grey so they can look and feel their best."

"When it comes to boomer men there is a lack of control associated with going grey," said Michael Kimmel, Professor of Sociology at SUNY Stony Brook. "There is a sense of wanting to live life to its fullest beyond retirement and men often feel that maintaining their appearance by controlling their grey hair is a way to keep the party going."

Now men will no longer feel dragged down by their increasing grey or feel as if they need to sit on the sidelines of their own lives. With Touch Of Grey™ boomers can unmask their vitality and have the self-assurance they need to lead a happy, confident and proactive lifestyle.

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