• by Les Luchter , April 9, 2024

What do deodorant use, late-night binge watching, the stress of parenting and eating sushi have in common?

Click the links above and you’ll find they all can contribute to thinning hair, per a campaign launched Tuesday by Unilever’s Nutrafol hair growth supplement.

The “More to Hair” spots, from the Mischief creative agency, show people engaging in the four activities while a voiceover says, “This has nothing to do with hair thinning. It also has everything to do with hair thinning.” Each ad also includes the line, “There’s more to your hair than your hair,” and concludes by advising viewers that they can “find out what causes hair thinning at Nutrafol.com.”

At the site, separate landing pages for men and women delve into the science behind the claims. To wit, many common deodorants and antiperspirants carry aluminum compounds that can disrupt minerals necessary for hair growth; not getting good sleep by binge-watching puts a body under, stress which can cause the cortisol “to permanently shift out of the hair growth phase”; and eating sushi can disrupt zinc’s ability to promote hair growth, causing a reaction to mercury found in the fish.

These connections can help “inspire people to think about their health holistically,” Nutrafol’s CEO Giorgos Tsetis said in a statement.

“I founded Nutrafol to provide a whole-body approach to hair challenges,” Tsetis explained. “Despite living what I thought to be a healthy lifestyle, it was clear that external factors – stress, the products we use, food we eat, and other lifestyle choices – had a profound effect on my hair.”

The four spots aim to reach a core demographic of both women and men 25- to 55 years old via TV, YouTube, and paid social (Instagram, TikTok).

Nutrafol and agencies Decoded and Milk have also developed out-of-home running in Boston, Philadelphia and Washington, D.C, plus radio/podcast ads, banner ads and additional paid social (Instagram, TikTok and Pinterest).

Strategic partnerships are also promised to amplify the campaign messaging.