by Elise Diamantini
Former MLB star Keith Hernandez and former NBA star Walt "Clyde" Frazier.
Former MLB star Keith Hernandez and former NBA star Walt “Clyde” Frazier.

Monday mornings can be pretty painful, but that wasn’t the case this past Monday when I had the opportunity to meet New York sports legends Walt “Clyde” Frazier and Keith Hernandez. The duo hosted a press conference at Clyde Frazier’s Wine and Dine in Manhattan, promoting their recent ad campaign for Just For Men. Frazier and Hernandez are reprising their rhyming roles in 15- and 30-second spots for Just For Men Mustache and Beard hair color. They originally starred in the brand’s campaign back in 2002, but since two-thirds of American men now have facial hair, they are back at it, trying to convince graying men to color their mustaches and beards.

The commercials began airing this week on networks like ESPN and FX, and starting in September, Frazier and Hernandez will be on the lookout for the “Best Beard Ever” as they launch a complementary social media contest. Consumers can upload photos of their beards or mustaches to social media with the hashtag #beardspotting to win an all-expense-paid weekend for two to Brooklyn, New York and judge the National Beard & Mustache Championships.

As grooming business continues to grow, it’s not just young guys who are interested in personal care products. Check out MR’s August issue for in-depth coverage on the grooming market and the impact it’s making on menswear.