Nutrafol
#1 Dermatologist-Recommended Hair Growth Supplement Brand
wonder
In a category that profits from people’s loss, how do we support hope?
Nutrafol knew that its approach to helping people achieve a full, healthy head of hair was distinct.
To successfully develop plans for audience expansion and product innovation, the brand needed to clearly define what made it unique, both through an internal understanding of its strengths and through an external alignment with customer ambitions.
BACKGROUND
wisdom
Rather than entering people’s lives at a moment of desperation, meet them earlier, at a moment of hope.
By clearly defining what the brand stood for—and against—Nutrafol connects with a multi-generation audience that stands on common ground.
THE OUTCOMENutrafol’s new brand narrative centered on its role as a liberator, freeing people from a looming sense of inevitability regarding hair loss. Instead, their narrative encouraged everyone, at any age, to take control of their hair health as they grow and mature alongside it. The new positioning for Nutrafol, “Keep Growing,” embodies the brand and customers’ common optimism and desire to evolve alongside each other.