SINGAPORE — Unilever’s Clear, the world’s best-selling male shampoo brand, has teamed up with creative agency MullenLowe Singapore to launch its latest campaign which encourages men to turn the tide against male pattern baldness through early intervention with its Clear Men Scalp Pro range.
Fittingly launched in Turkey, the hair transplant capital of the world, the daring Bald Spots campaign turns actual bald spots on men’s heads into unmissable out-of-home advertising spaces. Featuring a range of designs and messages contextualized to the severity and shape of individual bald spots, these mobile billboards were sent out to the streets and into locations popular with men, such as gyms, teahouses and malls. “It starts like this. Use Clear Men Scalp Pro.” reads a reminder set on a head with early stage balding, while another with severe, late-stage balding features a cheeky warning to “Give your hairline a lifeline. Use Clear Men Scalp Pro.”
This campaign comes as research shows that male pattern baldness is the most common cause of hair loss in men, affecting up to 85% of men by age 50. Hair loss impacts self-image, which could lead to embarrassment, social anxiety and depression in some men.
Mohamed Elsharkawy, Global Brand Vice President for Clear, said, “With over 50 years of research on hair and scalp biology, Clear is well-placed to help men alleviate hair loss issues by focusing on solutions for the scalp. Though male pattern balding may be a sensitive issue for men, we believe it’s important to encourage them to address it with a healthy dose of humor, empathy and Clear Men Scalp Pro.”
Daniel Kee, Executive Creative Director at MullenLowe Singapore, said, “Our decades-long partnership with Clear has seen us tackle all sorts of scalp issues — serious issues that require serious science. But messaging doesn’t always have to follow the same serious tone. Instead of shying away from hair loss issues to avoid embarrassment, we gave balding a personality and a voice. Using men’s bald spots, turned into media spaces, is provoking without being provocative, entertaining without being embarrassing, and brings visibility to an issue that hasn’t been getting the right kind of attention and, subsequently, early enough treatment.”
