Remember Just For Men? Or ‘JFM’ as it likes to call itself now. Well, it never went away – and it’s all over social media. Though perhaps it’s just my social media – because those pesky algorithms know how old and grey I am now.
Launched in the late 1980s by Combe Incorporated of White Plains NY (who also market Grecian 2000), Just For Men was a pioneering mainstream male vanity brand. If incredibly cheesy. They became a byword for camp in the sense of failed seriousness. And that quasi religious American style of a life transformed by a slightly shonky product.
Middle-aged men popped up on our TV screens concerned about their grey hair – but also concerned about dyeing it. About being inauthentic and feminine and fussy. What a dilemma!
Just For Men to the rescue! As the name suggested – nay, insisted – it wasn’t at all feminine. And it ‘naturally’ ‘shaded’ away grey hair. So you wouldn’t look Too Gay. Even better, your wife – and let’s be sure to emphasise here that every single man who used JFM had at least one – gave you permission!
‘I REALLY didn’t want my husband to colour his grey hair!’ exclaims the over-excited wife in the ad below from 1993. (Why? Because people might guess he’s an actor?)
Husband: ‘But then I discovered this, the hair colouring called Just for Men!’
And lo, with no fuss or faffing – in just five minutes! – the grey is ‘blended away’ in the privacy of your own family home for a ‘totally natural look’.
Cue hysterically happy heterosexual couple.
As a final heterosexual reassurance, we’re told ‘Eight out of ten women prefer the Just For Men look to the grey look.’
Things have changed in the Just For Men universe in the intervening decades, just as cultural attitudes to male beauty and ageing have changed. They’re now also targeting men in their late 20s and 30s concerned about the appearance of a few grey hairs. That I can’t even see.
Though of course they are still emphasising that JFM isn’t ‘hair dye’ – and isn’t ‘fussy’. Hence manly names like ‘Autostop’, and applicators designed to look like garage tools.
A big ‘growth’ area recently has been beards, of course. Though again, euphemisms are still in fashion: ‘fuller’ is manvertising for ‘dyed’.
But the wife has gone. She, along with the endearing naffness of the original ads, has been replaced by a spotless hipster kitchen – with really cool chemistry lab style coffee filters! ‘The Husband’ is as attractive and cool and singular as his fittings. If Patrick Bateman had a beard – and you just know that he would today, and that it would be the best beard ever – I guess it would be getting a bit grey now.
I also initially read PREP with a lowercase ‘r’. I guess Just For Men are no longer so anxious about appearing like they’re just for men, after all.
On the subject of beard fetishism, the quest for a ‘fuller’ beard seems to be something of a widely-shared obsession. You can even buy supplements like the one below ‘Man Up’ from ‘Beard Daddy’ that promise to make your pride and joy thicker. Buying it may or may not make your beard ‘fuller’ but it will definitely make you look like a bit of a prick: ‘Fear the daddy beard’.
Oh, I do. I really do.