Article: Cosmair male anti-grey tint for salons. (Equa-Ton Homme)

Equa-Ton Homme is the name of Cosmair's new attack on grey hair. Marketed through Keralogie L'Oreal, Cosmair's professional division, the product is the company's first male tint and thought to be the first male-specific salon hair colourant.

Equa-Ton Homme's appeal rests on its regrowth-free formulation which fades gradually (rather than washing out or taking permanently) so that unsightly roots are avoided.

A potentially lucrative market has developed for such a product over recent years as the number of appearance-conscious men in the 30 to 45 age group has risen. These 'baby boomers' still feel -- and, often in work situations -- need to look 'young', and greying hair ...

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