New Touch Of Gray®. For the Generation That Refuses to Get Old.
Introducing the First & Only Gradual Hair Treatment That Lets Guys Keep Some Gray

White Plains, NY (February 7, 2008) -- From the makers of Just for Men¨ comes Touch Of Gray®, a new gradual hair treatment designed to specifically meet the needs of boomer men who like the respect that their gray hair gives them, but want to reduce the amount of gray so that others can see their vitality. Widely available in April 2008, this easy-to-use, permanent no-mix gel formula allows men to subtly reduce the amount of gray in their hair to the level they like, resulting in a very age-appropriate and natural look. More importantly Touch Of Gray® is an iconic symbol of how the boomer generation is not old, but rather entering a new life stage defined by vitality and optimism.

Available in five natural-looking shades including light brown/gray, medium brown/gray, dark brown/gray, black/gray and jet black/gray, Touch Of Gray® works gradually so men have total control over how much gray 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 boomer men who are going gray 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 Gray®, an innovative hair treatment that allows men to control their reduction of gray so they can look and feel their best."

"When it comes to boomer men there is a lack of control associated with going gray," 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 gray hair is a way to keep the party going."

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

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