Hair thinning has been a common problem for people since ages, especially in the metros. While there have been solutions to tackle it, nothing really effective was available that could go to the root of the problem. That’s when Richfeel turned the problem literally on its head with Anagrow, a revolutionary therapy based on plant stem cell extracts.
The breakthrough
Dr. Apoorva Shah, pioneer of Trichology in India and the promoter of Richfeel Trichology Clinics, who was working on the principle that stem cells are characterized by their ability to renew themselves, introduced Richfeel Anagrow in the country. It’s an amazing treatment incorporating the use of plant stem cell extracts that fight the five signs of hair thinning: scanty hair, decreased volume, decreased density, lack of hair growth, and hair loss. The result? Reduced hair fall by 56%, restored by 78%, and increased hair growth by 85%.
The strategy
Even as the problem of hair thinning was huge in the country, marketing this completely new breakthrough in hair care and turning it into a leading brand was a mammoth challenge. Normally, new technology often meets with resistance and skepticism from consumers who are reluctant to invest their money and trust in something that is unheard of before. The task fell on their advertising partner - MX Advertising
It took a lot of brainstorming on their part to come up with a sound strategy that would break through the clutter and establish Richfeel Anagrow as a revolutionary hair thinning solution.
Mr. Andy Rao, Account Director, MX Advertising, says “Richfeel Anagrow is a major breakthrough in hair care and it was imperative to come up with a hard-hitting communication strategy that justified the therapy and reached the target audience with an impact.”
The agency and the client came up with the idea of front page advertorials in leading newspapers, giving a semblance of news stories. It lent a lot of credibility to the therapy, which would not have been possible with only ads. Coupled with strong out of Home support and in clinic branding, the brand got an overwhelming response, with enquiries pouring over from everywhere.
Today Richfeel Anagrow, is the new benchmark in hair care and growing stronger by the day
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