L’Oréal Paris is launching a range of home hair colourants to cover grey aimed exclusively at men, called Color Fitness.
The product, priced at &£6.99 and available in six colours, will hit the UK market this week. The six different colours are for black hair, dark brown hair, brown hair, light brown hair, dark blonde and blonde hair.
Aston Villa footballer David Ginola will be the official spokesman for the product. He will appear in an &£800,000 press ad campaign due to break in November. Ginola is also the face for L’Oréal’s men’s shampoo, Elvive.
A L’Oréal spokeswoman says: “Results show that men who want to cover grey hair want a natural colour effect, which does not look as though a hair colourant has been used. Color Fitness is the first product of its kind and is aimed at a younger market of men aged between 25 and 44 years.”
Grecian 2000, “a grey hair restorer” which is manufactured by pharmaceutical company Combe International, is the only similar product specifically aimed at men.
L’Oréal has two shampoo products within its Elvive range for men and the Studio Line range that include hair styling products targeted at men.
L’Oréal recently launched another range of colouring products called Grey Chic, which targets grey-haired women (MW August 10).