Changing old-fashioned stigmas against a category that's made men nervous for decades is no easy feat. You've got to play the long game. Guys hear Just for Men and they either laugh or think of weird Uncle Ralph's bad dye job. They have a dated image of men's hair color, and for good reason. On the flip side, these same guys are more comfortable maintaining their own personal style than ever before: from curating their wardrobe to styling products and lotions. Men are aware their look is a reflection of who they are on the inside. If Just For Men is going to change culture, we need to start by overhauling their image; to be a brand that gets style. And do it with authenticity. No BS. Just real guys. With real results. Phase 1 was not about ramming product news down their throats, it was about laying the ground work to say we get guys and what they want—which is just to look like themselves.
For too long, Just For Men carried no legitimacy with guys. But there’s interest among the new set of modern guys, to get rid of the gray. Guys who go gray in their 30's or 40 don’t want look older than they are and they want to believe it's ok to do it. So we created a series of profiles with real guys, influencers and a bunch of UGC content to give guys the proof and the permission they need to go for it.