If you want to attract Boomer men that is. “Last year, men spent more than $130 million on hair color, making men’s hair coloring one of the fastest growing categories in the health and beauty business. Just ten years ago, only 46 percent of men surveyed thought it was okay to color their hair. Now, according to a recent Clairol study, nearly two-thirds of men vote “yes” to hair coloring. ” (Hairstyles&Hair.com). If this is true, it is because of the aging Boomer. And the old Grecian Formula ads were so cheesy they could make your skin crawl. The new ones for Just For Men are a different take on the category: if you color your hair, its because we get it, you want to stay in it, keep at it, keeping moving on. And yes, you think your old man hair might not be able to keep up with you. Boomers will never give in, and never give up the notion that the best is yet to come. And I agree. It’s nice to see a company acknowledge this.