Maxim Magazine(TM) Haircare From Just For Men(R) Brand:Takes Guys From Dud To Stud

Market Wire, 20050229

From bold red hair to sleek highlighted locks, guys are taking their haircolor cues from their favorite musicians, actors and athletes. A new collaboration between Maxim Magazine and Just For Men Haircolor, is giving guys an opportunity to have an edgy look that is no longer relegated to just the stage or movie screen. With Maxim Magazine(TM) Haircare from Just For Men(R) Brand, the look is easily yours for your personal "stage" - the bar, beach or the ballpark.

Maxim Magazine Haircare is the first line of its kind created exclusively for young men. It lets today's trend-setting guys create just the look they want - fun, flashy, sexy or smooth. Whether they're going for highlights, tips or are just looking to score a completely new haircolor, Maxim Magazine Haircolor is the only product of its kind on the market that allows guys to decide how subtle or bold they want to be. Maxim Magazine Haircolor is available in four shades, including Bleach Blonde, Sandstorm, Black Jack and Red Rum. To keep their good looks going strong from dusk to dawn, the line includes a companion strong-hold gel and a 2-in-1 shampoo and conditioner made especially for color-treated hair.

Style That's Man-Made

For years, women have colored their hair as an expression of personal style, but any guy looking to pull off a haircolor change usually meant a one-way ticket to the ladies' cosmetics and make-up aisle. Now guys can express themselves and maximize their appearance through a haircoloring product made by men for men and simply have to head to the men's grooming aisle to pick up the complete Maxim Haircare line.

"Maxim Magazine Haircolor was created by the makers of Just for Men Haircolor and is the only haircolor brand tailored exclusively to young guys," said Michael Wendroff, vice president of haircare marketing, Combe Incorporated, manufacturer of Just For Men Haircolor. "While past haircolor options for guys were really unisex versions of women's formulas, Maxim Magazine Haircolor is made by the experts in men's haircoloring specifically for young men - it's not an afterthought of a woman's product."

Mainstream, Not Extreme

According to trend watchers and youth culture experts, highlighting and other hair effects are becoming increasingly popular among young men, whose primary interest has always been attracting the opposite sex.

"More than ever, young guys put a premium on expressing their own personal style, and it goes way beyond clothes," said Sharon Lee, a noted trend watcher and co-president/co-founder of Look-Look, an LA-based youth culture research and marketing agency. "Men are spending more time on their hair as a form of self-expression. Inspired by aspirational musicians, actors, and athletes, young men are using haircolor to accessorize their overall style. Look at today's trendsetters in the clubs and on TV, and it's clear that the men's haircolor trend encompasses both edgy and mainstream men."

Easy to Do. Hard to Resist.

Maxim Magazine Haircolor is unique because it is the only haircolor on the market that gives guys the flexibility to get all over color or just highlights. It comes with a patent-pending application tool, so it's easy for guys to hook up highlights with precision. And it won't damage hair - it's made with natural ingredients, contains no ammonia and has rich, gentle conditioners that give hair a healthy shine.

"Our collaboration with Maxim personifies the type of guy who colors his hair these days," Wendroff said. "Someone who's fun, attractive, confident and has plenty of personal style. Men's haircolor is clearly not a fad anymore, and Maxim Magazine Haircolor delivers the tools for guys to get just the look they want."

Guys can pick up the Maxim Magazine Haircare line in June in the men's grooming section at grocery, drug and mass merchandise stores nationwide. Maxim Magazine Haircolor retails for around $9.99, and the strong-hold gel and the 2-in-1 shampoo and conditioner retail for around $5.49 each. For more information about the complete product line and exciting promotions, visit www.maximjfm.com.

About Combe Incorporated

Combe Incorporated is a manufacturer of health and beauty care products, including Just For Men(R) Haircolor and Color Gel, Grecian(R) Formula16(R), Grecian 5(R) Haircolor, Maxim Magazineä Haircare from Just For Men(R) Brand, Lanacane(R) Anti-Itch Creme, Odor-Eaters(R) foot care products, Vagisil(R) feminine care products and Sea-Bond(R) denture adhesive. The privately held company, founded in 1949, has its international headquarters in White Plains, N.Y.