Changing the Game in Men's Grooming

bluemarlin has designed a premium and distinctive brand identity for Just For Men® Control GX®, a breakthrough product innovation in men’s hair care from Combe. Previously released in Canada, the new design is now ready to make its debut in the US.

After years of research, the makers of Just For Men® have developed a product with an unprecedented technology in the male grooming category. Targeting men at varying stages of grey, Just For Men® Control GX® is a shampoo that gradually reduces grey over time.

The new visual identity is guided by the idea of ‘Nature’s Science,' a concept that balances the advanced innovation of the product with approachability. The gradual hair coloring process is reflected in the design with light tones deepen into a rich dark hue. Stylishly and sophisticated, the packaging reflects how the modern man aspires to look and feel.

Meg Rogers from Combe comments, “We are thrilled with the design as we are striving to drive behavioural change in men’s grooming habits, communicating that the product is a true breakthrough, making gray care gradual and as easy as shampooing, ultimately building consumer confidence in feeling younger and more attractive.”

Mark Gandy, Brand Director of bluemarlin, comments, “We wanted to communicate the premium and innovative nature of the product. The design is disruptive, taking a more abstract and contemporary approach rather than playing to the usual category cues. It conveys optimism and integrity, making men comfortable in purchasing the product while also giving them confidence that it will be effective.”

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