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Just for Men touts 'smart shampoo'.

NEW YORK -- One of the bright spots in men's hair coloring comes from Just for Men. Earlier this year, it introduced Control GX, the first-ever shampoo that gradually reduces gray for subtle, permanent and natural-looking results. Unlike traditional hair color, it offers a "smart shampoo" that doesn't require any extra steps in a man's current routine.

"It's a shampoo they can use instead of their usual shampoo for a couple of weeks until they reduce their amount of gray to achieve the look they want," says Ralph Marburger, Just For Men's vice president of global gray care and men's grooming. "Then they can use it a few times a week in rotation with their usual shampoo to maintain that look."

He explains that the team at Just For Men spent more than eight years researching and developing the unique formula, which resulted in two scientific patents. He points out that the shampoo mimics the universal pigment held within a strand of hair to create every person's natural hair color. It gradually restores pigment to gray hairs with each use.

Marburger notes that sales trends in the men's hair care and shave category continued to decline in 2017, down 6% year to date versus 2016 (this includes all shaving-related categories, depilatories, men's facial skin care products, men's hair prep products, hair growth products and men's hair color), yet men's hair color is one of the very few categories that is showing solid growth (up 5% in the latest 26 weeks ended September 3).

"Men's hair color growth is driven by innovation that brings new shoppers into the category. The Just For Men franchise is up 6.9% in the latest 26 weeks, driven by our Control GX. It's perfect for guys who feel self-conscious about their gray hair and can't see themselves using traditional hair dye," he adds.

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Title Annotation:BEAUTY CARE REPORT: HAIR CARE
Publication:Chain Drug Review
Date:Sep 25, 2017
Words:307
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