JUST FOR MEN
The first phase of rebranding Just For Men was to change old-fashioned stigmas in a category that's been the punchline of a joke for decades. Not an easy task. You've got to play a long game. Guys hear the words "Just for Men" and they either laugh or think of weird Uncle Ralph's bad dye job. They have an outdated idea of men's hair color. On the flip side, these same guys are more comfortable maintaining their own personal style than ever before: from curating their wardrobe to using more grooming products. And these days, men are aware their look is a reflection of who they are on the inside. If Just For Men was going to change the surrounding culture, we need to overhaul their image, to be a brand that gets style. And do it with authenticity. No BS. Just real guys who simply want to look like themselves.
For too long, Just For Men carried no legitimacy with guys. The brand just wasn't relatable. But there’s interest among a new set of modern guys, to get rid of the gray. Looking youthful is more important than ever. Guys don't want to look old because they don't want to feel old. They need to be given the permission to use Just For Men without feeling like it's because they have a problem. But they need proof that the results are authentic and natural. So we found some actual guys who use the product to help ease the fear in the fence-sitter's mind. Then we made videos, both docu-style brand films as well as user-generated content to tell those stories.
Find The Guy.
When you do it right, no one can tell. After the initial launch of the "Just You" brand campaign, it was time for a more direct push against some of the specific barriers guys have against coloring. Will it look natural? They needed more proof. So what better way to debunk myths than by actually putting ourselves—and a couple of unsuspecting bystanders—to the test: let's see if anyone can find the guy who is using Just For Men.
made for Men.
We looked at a lot of search data surrounding Just For Men and men's hair color, and we realized guys still had a lot of questions. Is Just For Men complicated like women's hair color? How does it work? Is it easy? Is it fast? So we set out to answer those questions by way of a social content campaign using a mix of humorous and informative videos—all of which let guys know that everything Just For Men does is made to be easy, quick and look great. It's made to fit a regular guy's lifestyle, schedule and grooming routine. Because it's made for men.