Armed with a new ad campaign featuring brand spokesperson Bill Rancic and a new look, Rogaine is hoping to grow more than just hair.
“Our vision when designing the new look was to create something that would contemporize the brand,” said Hugh Dineen, vice president of marketing for Johnson & Johnson Consumer Products Co. “With Bill, we’re attaching a celebrity face to hereditary hair loss, which removes some of the stigma.”
As part of the Rogaine relaunch, which includes more streamlined packaging for its Rogaine Foam for men, to be unveiled later this year, Rancic will be sharing his personal story of hair loss and offering guy-friendly “beauty” tips across all of his social-media touch points. “I want to help educate people and let them know hair loss isn’t something you have to live with,” he said. “Rogaine changed my life.”
For Rogaine, which originally launched in 1988 as a prescription-only product, the restaging is designed to make the brand more approachable to a new generation of men. “We’ve been steadily working to modernize the brand,” said Dineen. “We [also] wanted to make the can more visually appealing so that guys would feel comfortable keeping it out on their vanity or in their grooming kit.”
While speaking about his new ad campaign, rolling out in October and November consumer magazines, Rancic recalled using the product just after his days as an undergrad at Loyola University Chicago. He said it was about four years ago that he began taking Rogaine more seriously, applying it two times a day, every day.
“Giuliana [Rancic’s wife, television personality Giuliana Rancic] and I were looking at old pictures from before I really started using it,” said Rancic, who added that his hair while on “The Apprentice” was noticeably thinner than it is today. “The before and after was remarkable. I couldn’t believe it. Giuliana would kill me if I stopped.”
Dineen said the Rogaine team opted to tap Rancic, the first winner of “The Apprentice,” because of his authentic connection to the brand and role as a multifaceted, modern man.
“He’s found success in life, love and business, yet he’s still someone that men can relate to,” said Dineen. The appointment is just one of Rancic’s many gigs — which include motivational speaker, real-estate developer, restaurant owner and author. Also new dad to Edward Duke, born five weeks ago. Rancic said that he truly believes Rogaine can change people’s lives.
When it comes to his personal and professional lives, Rancic certainly has a lot going on, both on camera and off, but is surprisingly low-key about his jam-packed schedule.
For one, Rancic’s daily news magazine television show, “America Now,” which he hosts with Leeza Gibbons, just started its new season, and Rancic and his wife’s dating and matchmaking show, “Ready for Love,” produced by Eva Longoria, will launch on NBC later this winter. In addition, the sixth season of “Giuliana and Bill” has just kicked off on the Style Network. The two are also co-owners of RPM Italian, a restaurant in Chicago, with plans to expand the brand with more doors in the near future. Rancic has, in addition, written two books: “You’re Hired: How to Succeed in Business and Life” and “Beyond the Lemonade Stand,” and has coauthored one with Giuliana called “I Do…Now What?”
When it comes to working so closely on a professional level with his wife, Rancic said, “I always try to take the emotion out of the decision making with my different business entities, which can be tough, because it’s personal.” He added, “We are trying to use our show for good and not evil.”
Balancing all of this with parenthood seems a welcome change for Rancic.
“Little man will definitely slow the train down,” he said. “We’ve been planning for this for a while.”
For Rancic, keeping it all together comes down to a few life lessons he’s picked up along the way.
“Donald Trump taught me to never give up,” he said. “So many give up too early. They reach a roadblock and just give up. [Trump] instilled in me that fight, and that’s something I live off as well.”
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion