GQ x Nioxin Hair Fall Defense Shampoo

The Challenge

Educate male consumers on early-stage hair fall and position Nioxin as a credible, grooming-forward solution—while expanding relevance beyond a niche treatment brand in a culturally sensitive category.

The Insight

Men entering the hair fall category respond better to normalization and education through trusted grooming voices than to fear-based or clinical messaging. Routine-led, culturally relevant content reframes prevention as self-care, reducing stigma and increasing openness to consideration.

Go-To-Market Strategy

Owned the content and partnership strategy, using GQ as a strategic credibility and education partner rather than a reach-driven media buy. Anchored the campaign in a custom adaptation of GQ’s Grooming Gods: My First Hour franchise to deliver routine-based storytelling, with Olympic medalist Gus Kenworthy as the face of the campaign, leveraging his approachability and authenticity to introduce hair fall prevention in a confident, judgment-free context. Extended reach through Condé Nast’s network to engage female consumers who influence purchase decisions in the category.

The Impact

• Positioned Nioxin as a trusted entry point for men beginning to address hair fall

• Helped normalize hair health and prevention through routine-led, culturally relevant storytelling

• Expanded brand visibility beyond a male-only lens by strategically reaching female consumers