I also think he dyes his hair to cheer himself up, to make a statement, not to look good. I mean, he's plenty good looking already, especially with his frosty blond highlight in the past. He is definitely trying something different. I don't think he wants more publicity, because he's alway down to earth and low key. Maybe he really is trying to liberate himself from the negative vibes, whatever that would be.
Okay, enough of my psychanalysis of JC. I think it's great, not only that he comes out with a new personality, but also, if the red-hot (or should I say golden-blond) JC can attract more TV coverage of him, the better for us.