The GSW Worldwide Marketing Team of the Year Award

Summary of work

Launching Regaine for Men Foam provided an opportunity to make a significant impact in an underdeveloped market dominated by unlicensed products with unproven claims. The launch enabled the brand to tackle a sensitive and emotional health issue for men: hair loss.

The launch of Regaine for Men Foam saw the brand reach new audiences in the category, tackle the primary issue of user compliance and start to normalise the discussion of hair loss among men in the UK. The foam formulation is easier to apply than the solution and dries quickly, fitting into the daily grooming routine of a man more easily. Moreover, when used twice a day, every day, Regaine foam is clinically proven to help stop and even reverse hereditary hair loss for men – 9 out of 10 men who used Regaine for Men Foam for 16 weeks say they kept or re-grew their hair.

To maximise noise around launch, investment focused on an extensive marketing campaign including:

• A new TVC advertising heavyweight media campaign in 2011, reaching 99 per cent of the target audience
• Redesign and rebrand of the Regaine website to provide advice and a forum to answer questions, alongside case studies
• Digital marketing campaign aimed at men who consume media and information online. This included advertising on key media channels and sponsoring the Video On Demand programme with Richard Hammond, ‘TechHead’ and creating an iPhone app
• A multi-layered PR campaign that extended to consumer, pharmacy and hairdresser media, both online and offline
• A bespoke HCP programme to educate and train pharmacists and pharmacy assistants, online and through a training manual.

Judges comments

“The Regaine programme really stood out as it looked at the sales and supply chain and used sophisticated multi-layer tactics to drive both uptake and compliance. It required a different approach, which they carried out thoroughly. I loved the way they liaised with their colleagues in the US and absorbed their learnings. Masterly coordination and planning – they really understood their market.”