SAN FRANCISCO -- Clairol, the staid manufacturer of women's hair dyes, tried something new this year: It went after kids.

And though girls are part of the target market, it's the largely untapped market of boys (age 13-24) that it has set its sights on.

Before its new hair dye -- XtremeFX -- was even released nationally, Clairol took it to the Gravity Games, an alternative-sport competition for skateboarders, BMX stunt riders and the like. Boy heaven.