grooming market

Just for Men, the leader in grey-reducing male hair care, has today confirmed the successful launch of Control GX in the UK following its introduction to the market in December 2016.

Making waves with retailers, media and shoppers, this has been an exciting year for the brand.

Figures indicate that Control GX is in the top three most successful new products to enter the total market and Superdrug, while across all male toiletries it also sits in the top 5% best performing products.

Control GX is the most successful new male product to enter Boots stores this year, as well as being one of the best-selling products across Boots entire Male Toiletries range.

Possibly fuelled by an increase in male grooming, the Male Hair Colourant category has returned to growth this year with a value increase of +6%. Male Hair Colourants are now worth £13.6million (vs. 12.8 million in 2016).

Sources indicate that this growth has been driven by the Just for Men portfolio, which includes Original Formula, Autostop, Moustache & Beard and now Control GX. Just for Men increases its dominance of this market, now holding a 94% value share.

Luis A. Mendez, head of marketing for Just for Men, said: “The feedback we have received on Control GX has been extremely positive. We strongly believe this is because the product has been grounded in insights and innovation since its early development. Just for Men works by gradually reducing the greys to help men to get the look they want, it puts them in control.

“With one in two British men worry about greying, Control GX – supported by Just for Men’s strong haircare credentials – will continue to present a growth opportunity for retailers to capitalise on. Ceuta Healthcare has been driving sales and display in independent pharmacies as a destination for male grooming with great success to date. With continued promotions in pharmacy and further investment in advertising, it’s a great time for pharmacists to stock up on Just for Men Control GX.”

Control GX Grey-Reducing Shampoo is the result of eight years of research and development by Just for Men, the world’s leader in men’s hair colour.

Control GX is the first and only shampoo smart enough to gradually reduce greys by bringing them back to their natural colour while it cleanses and conditions your hair. More than 22,000 men contributed to the idea from the very beginning, asking for an easier way to control greys while delivering a natural look.

Men can feel assured by the fact that over 4,000 guys tested the product and proved it does what it says. There’s never been an easier way to control your grey. For more information on Just for Men, please visit