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.”
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)