'Just for Men', says Milind Soman

Elder Health Care has expanded its category of male grooming products with the launch of ‘Just for Men’, a men’s hair colour brand. The brand has found its way to the Indian market via a strategic partnership between Elder and New York-based Combe Incorporated, a manufacturer of personal care products. ‘Just for Men’ is manufactured by Combe and will be imported and marketed by Elder.

Dr Anuj Saxena, managing director, Elder Health Care, says, “Hair colour is one of the biggest personal grooming categories, but most of the products are women-centric. That’s why the brand, ‘Just for Men’ will be imported from the USA, to make use of Combe’s technological knowhow.”

Speaking about the alliance with Elder Health Care, Trevor Bell, managing director, Combe Asia Pacific, says in an official press statement, “We believe Indian men deserve -- like their counterparts in over 60 countries around the world -- to be able to banish their greys in just five gentle minutes.”

Vinay Kanchan, an independent strategic consultant, says that while Soman was a known supermodel some years ago, he hasn’t done anything aspirational in the recent past. “This association will serve his purpose more than the brand’s,” he adds. The trick here, he says, is to focus on the brand’s communication.

Samit Sinha, managing partner, Alchemist Brand Consulting is of the view that Soman will work as the brand endorser, as he is in the same age bracket as the TG. He adds that the association will work in the brand’s favour, since Soman does not have any previous associations, as in the case of actors or cricketers. “He is a recognizable, good-looking face, and has a premium image that will work for the brand,” Sinha states.

‘Just for Men’ is available globally in countries such as the UK, Italy, Brazil, Canada and Germany.