The Campaign

Hair loss in men cause them to gradually lose confidence, and their heart is sensitive and fragile, so we created "Regaine Midnight Barber Shop", a barber shop that can let their walls come down and make them willing to talk about their problems. We recruited professionals in gender ( internet phenomenon / Adult film experts??????), workplace (film critics –???), styling (fashion & lifestyle website- “EVERYDAY OBJECT” founder? Eric & Stylist?Tim), and medical field(dermatologist ?Dr. Kou Yi Jun) to dress their emotional wounds, but also dress their hair, rebuild their confidence.

Creative Execution

First we getting men interested with a teaser. Then using the campaign site named with Regaine Midnight Barber Shop to imitative topics men are most interested in. Allowing men to share their anxieties with Key Opinion Leaders via midnight live stream talk show. Regaine Midnight Barber Shop opens not only online, but in reality we also organize talks to have a conversation with consumers face to face on the topic of styling, shampooing and hair health. Also we cooperate with the renowned barbershop Visavis on full styling experience, to let consumers understand their scalp condition and regain their confidence.

Over 277,000 people were attracted to participate in the activity during 6 weeks. And more than 1,000 people completed the online scalp test. Over 50,000 people have watch the live film.

Live webcast is the trend in these years, and how could we communicate with consumers by live webcast? Regaine Midnight Barber Shop-a midnight exclusive barber shop offers live stream chat. We approached from the topic that men most interested in and recruited professionals in gender, workplace, styling, and medical field, allowing men to share their anxieties via midnight live stream talk show. We communicate the serious topic-hair loss with consumers by entertainment way.

We found out 25 to 49 year-old men who has hair loss problems lack of self-confident in many ways, such as relationship, career, friendship…, and become sensitive and fragile. Hair loss problem in men is a taboo subject, so they tend to not talk about it but often search for solutions about hair loss at mid-night from 11pm to 1 am. So we created "Regaine Midnight Barber Shop", allowed man to chat with other men through four theme topic: love/career/appearance and scalp health and make them willing to talk about their problems. From the mental construction to hair