Elder Health Care Limited, part of the Rs. 500-crore Elder group of companies and a leading manufacturer and marketer of self care products is all set to further expand its male grooming category with the launch of ‘Just For Men’, the leading Men's Hair colour brand.

The company announced a strategic alliance with Combe Incorporated, a leading manufacturer of personal care products head quartered in Newyork, USA to launch ‘Just For Men’ in India.

On the occasion, the company also announced that Supermodel turned actor Milind Soman to be the Brand Ambassador for the brand ‘Just For Men’ in India. Just For Men is positioned towards Men in the age group of 30 years and above, who are at just the right age in terms of their personal and professional achievements.‘Just for Men’ takes care of their most important requirement, the need for a “Wow” look. Milind will be seen endorsing ‘Just For Men’ in an exciting print and television campaign, which will capture the “Stay Wow” essence of Just For Men and Milind Soman.

Imported and marketed by Elder Health Care Ltd., the leading Men's Hair colour brand has on offer two functional categories:
1.Head Hair colours (Liquid Colour + Developer)
2.Moustache Beard & side burns colour gels(Gel based colour + Developer)

Understanding the Indian male hair color types both the ranges will be available in Light brown, Dark brown and Natural Black variants. Targeted towards the men in the age group of 30 years.

Speaking on the occasion, Dr. Anuj Saxena, Managing Director, Elder Health Care Ltd. said, “Hair Colour is one of the biggest personal grooming category but most of the products are women centric. With the launch of Just for Men with its “colour in 5 minutes” and “covers only grey” technology, it will create a revolution in the male grooming category. Hair care needs a high level of product expertise and which is why Elder will benefit from Combe’s cutting edge technological know how. The brand will be imported from USA to ensure consistency of a world class quality assurance. Elder and Combe together will market the brand aggressively through mass media Television and Print advertising. Milind Soman with his boundless energy and passion to excel is the most appropriate choice for Brand Ambassador of Just For Men.”

Speaking about the alliance with Elder Health Care Ltd. for ‘Just For Men’, Mr. Trevor Bell, Managing Director, Combe Asia Pacific, said that, “We are delighted that Indian men will have access to the brand Just for Men - World Leader in Men’s Hair colouring. We believe Indian men deserve like their counterparts in over 60 countries around the world, to be able to banish their greys in just 5 gentle minutes.

The extensive research that we have conducted in India tells us that Indian men want great, natural looking hair colour developed specifically for their needs, with no harsh ammonia, and this is precisely what Just for Men offers. We are pleased to have found a distribution partner like Elder Health Care Ltd. who are one of the leading players in this industry and we believe that with our joint efforts Just for Men has a great future in India. We look forward to millions of Indian men discovering how Just for Men is the only brand capable of giving them the “Wow” look in only 5 Minutes.”

‘Just For Men’ Brand Ambassador, Milind Soman added, “I decided to associate myself with the brand ‘Just For Men’ because I was convinced that Just For Men is of world class quality assurance. Just for Men provides the best choice, amongst products available around the world, to colour and cover your greys.”

‘Just for Men’ will be available across the country at modern retail and other outlets and will be supported by high-impact advertising on television, print, out-door, on-line and radio.

Courtesy: Elder Health Care Limited

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Posted by Naresh Koshti on 30 May, 2009 3:39:33 PM IST #