Regaine – Extra Life

Objective:

Johnson & Johnson aimed to establish the effectiveness of men’s haircare product Regain to UK men, who were awash with different products claiming to address hair loss. Additionally, Regaine only worked effectively when used regularly for a few months onwards – creating a lack of a short term proof that the product worked.

Insight:

Hair loss isn’t just an issue of hair for men, its an issue of control. The control over your appearance is taken by fate and genetics, in a way that manifests more as helplessness than it does a fear of being bald. However, the industry frames the issue purely in the sense of bald fear and hair growth.

Approach: 

Give a new way for UK men to think about hair loss by framing the issue as fighting fate, not baldness. Regaining control is as much an emotional issue as a functional one, so while hair won’t regrow for months, a sense you’ve taken control can be more immediate.

Idea:

Extra Life – Our campaign brought to life Matt, an average UK man experiencing the first signs of hair loss. In digital and social channels, Matt battled ‘fate’ not ‘baldness’ to get more control over his own appearance and hair with regular use of Regaine. Using an 80s video game feel, the campaign reframed the serious, scary tone of hair loss ads with something that felt empowering and positive.

Results:

The campaign created greater engagement with a taboo topic for men, giving J&J an opportunity to speak in a differentiated and welcome way. Overall engagement and sales led to a year two extension of the campaign idea.

// Agency: VaynerMedia EMEA

// Role: Head of Strategy