Here is an image for the website from Just for Men’s Touch of Gray line:
Why use Touch of Gray? A little gray to show your experience, but not so much
that it hides your vitality.
There are a range of shades available and you can control how much gray is hidden.
The website has a total of four images of men with women. As Vanessa V., who sent this one in, pointed out, none of the women have a “touch of gray.” Nor could she imagine a product like this marketed to women.
Here is another example of an ad that gives men permission to age in a way women never are.
NEW: Corey O. found a Just for Men commercial that references Woodstock (sadly, I can’t find a video of it). Corey says,
It has everything you could want in an advertisement: classic rock soundtrack, co-opted counterculture, mixed messages about aging, demonstrations of male virility, minorities on the margins, gender disparity, and attempts to sell a “natural” look. The total package. What really got to me, though, was the gender aspect. Can you imagine a line of hair dye marketed toward women which is meant to leave some grey intact? I don’t think that Just for Men can either — in contrast to the silver-streaked men, none of the women in the ad are sporting a natural look and some look like they’ve had rather recent visits from the botox fairy. This ad is a nice way of illustrating the double-standard that women face in regards to aging: while men can benefit from grey hair as an illustration of their maturity without sacrificing their virility, women must always strive to look as young as possible. Because this is an ad for men’s hair dye, however, it also illustrates that while men may benefit from less scrutiny of their appearance than women, their appearance is also satisfactory only with the use of beauty aids.
I also like the appropriation of Woodstock and the counter-culture movement of the ’60s.
Thanks, Corey!Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.