PITTSBURGH, Feb. 01, 2005 — Legions of Baby-Boomer men searching for the fountain of youth can take comfort in knowing it's okay to color away gray hair. A survey conducted on behalf of Combe Incorporated, the maker of Just For Men® Haircolor, finds that most men are not afraid of others knowing they color their gray hair and very few men now consider the practice unmasculine.

The national Internet survey, conducted by Target Research Group and Decision Analysts, asked 225 men ages 18 to 64 if they would be embarrassed if others knew they colored their hair and if they thought coloring their gray hair was not a masculine thing to do. Of the respondents, 43 percent said that they would not be embarrassed if others knew they colored their gray hair. More than three quarters (77 percent) of respondents agree that coloring their gray hair is a masculine thing to do.

"Haircoloring is becoming much more acceptable among men of all ages," said Michael Wendroff, Combe vice president of men's grooming. "This trend can be seen not only in surveys, but also in our strongest sales figures ever. Just For Men Haircolor is the only 5-minute men's haircolor that targets just the gray hair and is trusted by the more than three million men who use the product regularly."

Combe has been the world leader in men's haircoloring since its introduction of Grecian® Formula 16® haircoloring products in 1961. Just For Men® Haircolor, the first 5-minute men's haircolor developed specifically for men, is a revolutionary shampoo-in haircolor formulated to target only the gray hair in just five minutes. With a 70 percent market share, Just For Men® Haircolor is the most popular brand of men's haircolor on the market.

According to Combe, factory dollar shipment sales of Just For Men® Haircolor have increased 10 percent in 2004 - bringing sales levels to an all time high. AC Nielsen Homescan reports that 3.7 percent of 100 million U.S. households have purchased men's haircolor in the past year, which further supports that there are millions of users of men's haircolor nationwide.

For those men considering an at-home product to cover their gray, here are a few easy purchase rules to ensure the best results:

• Pick a product made for men, which means it is designed with men in mind and is quick and easy to use.
• Pick the right shade. Experts agree that for foolproof results, choose a shade lighter than your natural hair color.
• Pay attention to lighting, which means always select a shade of color in a well-lit room, so you can ensure you're seeing the true color.
• Read the directions. Every product has its own unique steps and has been tested by research-and-development experts to eliminate any margin for error. Sticking with the directions will help you avoid unexpected or unwanted results.