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 honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.