• by Les Luchter , October 10, 2022

Natural products that fight hair loss are hot right now, as demonstrated by Unilever’s acquisition of Nutrafol, which recently launched a campaign targeted specifically to women.

Revivv (pronounced Revive), an independent D2C competitor, has now unveiled a 90-second video that doesn’t break down hair loss by sex. Instead, the video features a diverse group of five folks with beautiful hair -- Black, white, Asian, old, young. male, female -- talking about hair loss and identity, and extolling the virtues of Revivv’s “hair rejuvenation serum.”

“The message is that it is okay to talk about hair loss, and that you are not alone,” Amy Batra, co-founder and president of Revivv’s parent company Wetrhivv, told Marketing Daily.

For Jaquie Fischer, creative director of Revivv’s Ft. Lauderdale-based agency Creative Klick, the product hit home. "As someone who has suffered from hair loss, I took this project personally,” she said in a press statement. “Hair loss is something that makes us feel separate from society, but in reality, it's what unites us. My goal for this video was to close that gap and normalize the conversation around hair loss.”

Still, like other products fighting hair loss -- including Nutrafol and non-natural Rogaine, which contains the drug minoxidil -- Revivv comes in separate versions for men and women.

That’s because “men and women lose hair for different reasons,” according to the brand.

So, while both Revivv products contain camellia sinensis leaf extract, copper peptide, and caffeine, the men’s version adds serenoa serrulate (aka saw palmetto) and the women’s version adds soy isoflavones. The aim is to account for male hormone metabolism in men, and female glucose and hormone metabolism in women.

Revivv, which launched in February, is currently sold only via its website and Amazon, but Batra said distribution will expand in the second quarter of 2023. A three-month supply of either formula costs $166.

Other brands in the natural hair loss prevention category include Vegamour and Viviscal.

“A common perception that healthy hair represents youth appearance is considered one of the influential factors driving the demand for hair serum,” reported The Insight Partners earlier this year. “It is one of the hair care products gaining significant traction among customers.”

The Insight Partners reported the global hair loss prevention market as $23.6 billion in 2021, and based on 4.2% annual growth, projected the market at $31.5 billion in 2028.

Besides serums, the research firm said, the category also includes shampoos, conditioners, oils and other products.