MediaPost spotlighted a new American Crew campaign for its Undetectable hair color product utilizing the tagline: Fly Under The Graydar.
Gray shaming is ageist, no?
This concept apparently flew under—or over—the cultural competence radar, going undetected by the responsible creative team.
Gray Ban: American Crew ‘Flys Under The Graydar’
By Fern Siegel
American Crew wants to eliminate gray hair.
That’s the premise behind its Undetectable, a product promoted with “Fly Under the Graydar” campaign, produced in-house.
The campaign rolls out across digital, social and influencer channels this month. Additional creative is planned throughout the year.
The company is a big proponent of men’s grooming looking effortless. Because gray hair is easy to spot, the creative posits believable color as an essential standard, even as it pinpoints all the signs of obvious dye jobs.
Designed to blend seamlessly with existing grays, Undetectable hair color targets gray hairs and blends them with men’s natural hair color in five minutes.
Johnny Kazlausky, global marketing manager of American Crew, told Out To Launch: “Graydar was built on one simple truth — men don’t mind coloring their hair, they mind it being obvious. That tension has held the category back for years. So instead of focusing on coverage, we flipped the idea entirely. We created it as a cultural wink — this imagined radar for bad dye jobs — that everyone instinctively understands. In our world, the win isn’t being noticed, it’s flying under the Graydar.”
Undetectable Hair Color is available on Amazon Target and most major retailers. It’s also distributed in more than 30,000 salons, barbershops and authorized sellers in 50 countries.
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