From sensitive health topic to empowered and humorous conversation: helped redefine the conversation around baldness, hair thinning and hair loss.

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The Industry: Health & Wellness & Beauty

The Rub: Losing hair – for both men and women – is more than just embarrassing to talk about, show and endorse publicly. It’s devastating, depressing and worrisome. In fact, many men and women end up taking pretty drastic actions to correct the problem, like flying oversees to get hair transplants, or having a pricey surgery to correct the issue. All in the name of normalcy. And that’s not the only problem: men are facing a harsher stigma of attraction and appeal, sending them into even more spirals, confusion and drastic actions.

The Mindset: I’ll do whatever it takes to hide the baldness, thinning hair, widow’s peak – because it’s not socially acceptable or appealing. 

The Urgency: More and more consumers today are coming forward with stories, confessions and pain points about hair loss. They both want to feel belonging to a community who’s experiencing the same thing but still remain anonymous. So why not meet consumers where they’re at and replace stigma with education, confidence and empowerment?

The KPIs: Audience awareness & engagement. Social reviews. Rogaine sales. Store foot traffic. Positive press.