A myth that many believe will help alleviate hair loss is by applying alcohol to the scalp. Many Chinese also shave their baby’s hair and then apply brandy on the baby’s head to promote hair growth. And in the market, there are a lot of products for strengthening hair roots and promoting hair growth that contains alcohol.
Minox is a product specially formulated to not just prevents hair loss but also promotes hair growth. The key difference of this product is it’s alcohol-free because research shows that alcohol dehydrates hair and damages the hair protein, which leads to hair fall.
A major challenge the Agency faced when strategizing and conceptualising this campaign was the product is classified as behind-the-counter. Due to legal restrictions, it cannot be advertised, and the brand cannot be featured in above-the-line or online communication.
The Agency produced a social media video to pique interest and drove consumers to ask for a hair growth product without alcohol. Once at the pharmacy, they were greeted by a Minox branded door signage that reminded them to ask for the alcohol-free hair tonic behind the counter. Pharmacist were trained to share more information about the product at the counter and a brochure was made available for consumers to take home.
