The Campaign

Hair loss in men can gradually cause them to lose confidence, and can become a sensitive issue for their fragile hearts. So we created "Regaine Midnight Barber Shop", a barber shop consultancy that lets their walls come down and makes them more willing to talk about their hair problems. We recruited professionals in the fields of gender, workplace, styling, and medical to heal their emotional wounds, in addition to healing their hair loss; rebuilding their self-confidence and wellbeing in the progress.

Creative Execution

First we got men interested with a teaser. Then by creating a campaign microsite named “Regaine Midnight Barber Shop” to introduce topics that men were most interested in. We got men to share their anxieties with chosen Key Opinion Leaders via a midnight live stream talk show. We eventually took the “Regaine Midnight Barber Shop” from online to offline; organizing talks for face-to-face engagement with consumers on the topics of styling, shampooing and hair health. We also cooperated with the renowned barbershop Visavis to provide the full styling experience, to let consumers understand their scalp condition and regain their confidence.

Over 277,000 people were attracted to participate in the online and offline activities during the course of the six-week campaign. Over 50,000 people have watch the live film with 6,000 consumers tuning in for the live stream talk show. We managed to get more than 1,000 people to complete the online scalp test and introduced Regaine products to them as a solution for their hair loss problems. All in all, the campaign received NT$ 950,000 worth of media attention.

We found out that 25 to 49-year-old men who suffer from hair loss problems lack self-confidence and this can affect them in many ways, such as in their relationships, careers, and friendships; making them more sensitive and fragile. Hair loss problem in men is seen as a taboo subject, so they tend to not talk about it but look online to search for hair loss solutions. Based on our analytics research, we found that this was usually done around the midnight hour - from 11:00pm to 1:00am. Based on this insight, we created "Regaine Midnight Barber Shop", which allowed men to chat with other men based on four key topic that men were most interested in: love, career, appearance and scalp health, therefore making them more willing to talk about their problems.