Rogaine's “National Hats Off Day” seeks to reframe discussions surrounding male hair loss

05-Nov-2024 - Last updated on 05-Nov-2024 at 14:48 GMT

Rogaine has released new survey findings on men’s experiences with hair loss and launched a campaign to promote “National Hats Off Day”—a proposed holiday dedicated to celebrating and supporting men on their hair regrowth journeys. For cosmetics and personal care product manufacturers and suppliers, this initiative not only highlights evolving consumer needs but also underscores key opportunities for brands to foster open conversations around sensitive topics like hair loss.

We spoke to Jen Brady, US Head of Haircare and Paul LaTerra, Director of R&D Global Hair & Scalp at Kenvue to learn more about the survey's insights and the strategy behind the "National Hats Off Day" campaign to better understand the impact on cosmetics and personal care brand stakeholders and consumers.

Hair loss is a common concern among men, yet discussions around it are often hindered by social and psychological barriers. According to Rogaine’s survey, 51% of men with hair loss have never discussed it, despite a desire to do so, and a striking 83% of all men surveyed expressed a wish for more peer support.

These findings reveal a gap that personal care brands could help bridge, creating products and messaging that promote comfort and confidence. “By creating the space for men to have open conversations about their experiences, it will allow men...to see that this is a common situation to be in," Brady explained, adding that "in creating the conversation, men can find common ground in not only treatments and best practices but also insecurities and how to get through them together.”

The survey also shows that men tend to delay taking action against hair loss due to various factors. “43% of men experiencing hair loss/thinning never started any hair treatment, while about half (51%) said they waited to start treating it,” Brady noted.

The need for supportive dialogue and easy access to information is evident—both areas where the personal care industry could play a transformative role.

Central to Rogaine’s latest campaign is “National Hats Off Day,” a proposed holiday designed to empower men by focusing on their hair regrowth journeys instead of solely on hair loss. Regarding the campaign's intent, Brady shared that" we at Rogaine know that most men are not comfortable talking about their hair loss experience, and oftentimes they do not have the proper education to address it," which is "why we wanted to reframe the conversation to focus not on what’s been lost, but on what can be gained.”

For manufacturers and suppliers, this reframe presents an important trend: men’s personal care is no longer just about problem-solving but about fostering a supportive, health-focused lifestyle. Brands can align with this movement by creating campaigns, products, and messages that emphasize empowerment over loss, providing an inclusive experience for male consumers at every stage of their journey.

To bring the campaign’s message to life, Rogaine teamed up with content creator Chaz May, known for engaging directly with audiences on sensitive topics. Through his outreach, the brand is working to make public discussions about hair loss more normalized and accessible, amplifying the movement toward transparency in men’s personal care.

For personal care brands, this shift in tone—where humor and sincerity meet open dialogue—represents an opportunity to connect with a younger, more digital-native audience. May’s involvement in “National Hats Off Day” shows how strategic partnerships can further normalize discussions about hair care and treatment options, opening the door for similar brand collaborations.

The survey also underscored the importance of educating consumers on effective hair loss treatments. According to LaTerra, “early use of Rogaine can yield better results, [being] proven to be up to 46% more effective the sooner you start.”

Further he added, crucial steps for consumer education include choosing the right product, as well as consistency and patience, as "visible results from Rogaine take 12-24 weeks of regular use, with initial shedding signaling new hair growth."

These points underscore a growing demand within the market for clear, accessible information about product efficacy and best practices—an area where personal care manufacturers can add significant value. Brady echoed this sentiment, noting that “cosmetics and personal care product manufacturers and suppliers should...consider this in future efforts in not only what they can offer to the consumer, but how they can deliver information to them.”

Another aspect of the survey revealed that men of different ethnic backgrounds share similar experiences and attitudes toward hair loss, though slight variations exist. For instance, Black/African American men (37%) are less likely to delay treatment compared to white men (47%).

Understanding these nuanced perspectives offers a unique opportunity for brands to address diverse needs while maintaining inclusivity.

Brady explained that across all demographics, the need for education, encouragement, and support remains universal: “If they could go back in time, four-in-five (79% total) [of men] would do things differently.” These insights can help shape how brands develop both targeted and inclusive product offerings to address the specific needs and fears of different consumer groups.

For cosmetics and personal care manufacturers and suppliers, Rogaine’s “National Hats Off Day” campaign reflects the growing market demand for brands that not only provide effective solutions but also foster an environment of acceptance and camaraderie. "Creating a space where men are comfortable talking about their situations," Brady concluded, "will allow them to learn from each other.”

As this campaign moves forward, the industry has a valuable opportunity to support this shift, aligning products and marketing with the new, more inclusive landscape of men’s hair care.

Copyright - Unless otherwise stated all contents of this web site are © 2024 - William Reed Ltd - All Rights Reserved - Full details for the use of materials on this site can be found in the Terms & Conditions

Related topics Brand innovation Market trends Retail & the beauty consumer Hair care Inclusive beauty Marketing & social media