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.”
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)