Sold Campaign: GQ x Nioxin Hair Fall Defense Shampoo

As Creative Strategy Lead, I oversaw a multi-platform content campaign for Nioxin in partnership with GQ, designed to educate male consumers on the benefits of the brand’s Hair Fall Defense Shampoo.

To position Nioxin as a trusted, grooming-forward solution for early-stage hair fall, the campaign featured a custom adaptation of GQ’s popular Grooming Gods franchise, My First Hour. Olympic medalist Gus Kenworthy was selected as the face of the campaign, bringing approachability, confidence, and authenticity to a topic that many in the target demo are just beginning to navigate. His routine-driven, self-care narrative helped normalize prevention and hair health through a culturally relevant lens.

While the campaign was primarily targeted toward men, a secondary focus on reaching female consumers was achieved through run-of-network Condé Nast media to extend reach and visibility across titles like Vogue, Allure, and Glamour.

From presale strategy and talent alignment to campaign rollout, the content was developed in close collaboration with Sales, Editorial, Media, and Production teams ensuring alignment with both Nioxin’s brand messaging and GQ’s platform standards.