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Can Grey Hair Improve Your Image?

By Rob Weinberg

For 17 years I’ve worn this hat to prevent sunstroke and complete Then, finally, comes the ulti-
my look. Its constant presence ensures I stand out of any crowd. mate irony; AARP Magazine
Strangers instantly recognize me. It’s key to my image, and you’ll reports young trendsetters
rarely see me without it. purposely going grey. This
Yet it’s been suggested that I wear my hat to cover hair both grey effort to stand out has been
and thinning. Making my living in sales and marketing, it must be seen on model Kate Moss
asked whether the color or amount of hair on one’s head impacts (36), TV personality Kelly
image or ability to close a deal. Osbourne (36), singer Lady
The 2008 presidential campaign provided candidates whose hair Gaga (23), and even fashion
color contrasted strikingly. Obama portrayed youth, vigor, and, with blogger Tavi Gevinson (14).
a touch of grey, gravitas. McCain, sporting a full head of grey hair, According to Jason Backe,
represented experience and, to some, antiquity. Given our nation’s master colorist at NYC’s Ted
obsession with appearing young, the results surprised few. Gibson Salon; “It conveys an
Like Mr. McCain, many over 40 feel this youthful obsession is image of wisdom and intel-
harsh. It’s led to a $6 billion haircare industry, with many mid-lifers ligence. It’s a power thing.”
coloring their hair to avoid hiring ageism. With the young and hip real-
Yet problems persist, even for the self-employed. A 50-year old izing that grey is a color too,
web site designer, surrounded by 25-year old competitors, is called grey hair – like any marketing
ancient by prospective clients. When this same designer dyes her or messaging tool - can lead
hair she discovers clients see her as contemporary. to business success if you
It’s hardly fair…but it IS realistic. know your audience, under-
I can say firsthand that men have hair marketing issues too. My stand your own business objectives in advance, and recognize the
thinning hair makes me look old: Will facing the inevitable and image you need to project in order to accomplish your goals.
shaving it all off make me a sex god? The answers might persuade you to put that box of Clairol Nice'n
Okay, I admit it – I envisioned Patrick Stewart and Bruce Willis Easy 112 back on the shelf the next time you’re at CVS.
when I wrote that. Thank you for not laughing. As for me? The big decision remains – grey or shaved. I must
Shall we proceed to the main question, then? Can having grey hair consult with my wife.
20 work to your advantage? My friend Earl – an airline pilot – let his -----------------------------------------------------------------------------------------
hair go grey at the temples and discovered his passengers relaxed Rob Weinberg is a Madison Avenue veteran and principal of The
more when they realized experienced hands were at the helm. MarketBuilding Team – a strategic marketing firm based in Rancho
As a consultant I’ve noticed potential clients react positively when Bernardo, CA. You can get his advice through a free newsletter, a
they see snow on my roof. They receive the subtle message that weekly marketing advice column, or by hiring him as a part-time
they’re buying years of practical experience that will benefit their marketing executive. You’ll find him online at www.marketbuilding.
business. com.

November/December 2010