Women experiencing hair loss often lose a sense of their identity as a woman. They feel ashamed, driving them to fad away from their own lives. Women don’t want to be remembered this way, often even avoiding being part of family pictures.

Nioxin wanted to break this chain of events by liberating the conversation about this condition. And, as women would never accept to talk about it, we decided to ask their relatives to tell their stories for them, so we could collect the moments and stories they had been disappearing from over the years.

The idea: put these women back in the picture (figuratively and literally).

By showing them that they’re beautiful the way they are and that they never should let hair problems ruin special memories and the best moments of their lives.

It all started with a digital film, depicting the “back in the picture” social experiment.

Then, as part of the campaign, 4 individual films were made that allowed us to focus more on each story and the reasons behind the hair loss, such as menopause or pregnancy.

As it was a worldwide campaign, each country was able to focus on the most relevant cause for their market/culture.

To get more women involved, we also created a digital activation with the website backinthepicture.com. It gave other women the opportunity to try the ‘Back in the picture’ experience for themselves, inviting them to upload 2 photos: a family picture that they weren’t part of and a picture of themselves. They were then sent an email with the two pictures edited together as one.

As we are filling in this application, the campaign just launched a few days ago. At this point in time, we have no tangible and truthful results to communicate.

What we can confirm is that we have put 4 women back in the picture and have, hopefully, given them hope for the future…