Nioxin: Back in the pitcure

A web film from Proximity BBDO for client Nioxin released Boulogne Billancourt, April 29th, 2016







Press Release

Nioxin encourages women to accept the way they look
with new "Back in the picture" campaign

54% of women today say they have thinning hair*. It’s a socially acceptable problem for men but still taboo for women. An increasing proportion of women are losing their hair. Whether caused by a hormonal disorder, pregnancy, menopause or psychological shock, hair loss is a real trauma for women.
Most of the affected women feel that the situation has a real impact on their lives. They lose self-confidence, feel cut off from the world and avoid talking about the issue.
They prefer to shut out their memories and refuse to be photographed rather then stay with a perception they reject.
It’s not only these women who are affected, but the few relations or friends they confide in feel powerless.


Starting from this observation, Proximity BBDO and Nioxin, the leading professional brand for treating thinning hair and hair loss, are launching a campaign to help all of these women who are convinced they can’t love again and have said goodbye to their femininity.

Through its new global campaign, “Back in the Picture,” Nioxin tells the story of 4 of these women through first-hand accounts from those closest to them. They describe the causes and consequences of the hair loss, often as the sole witnesses and the only ones who are aware of the problem and willing to speak out about it.
These moving statements make us realize that this social phenomenon holds women back in their private lives and their personal fulfillment.

To restore their self-confidence, Nioxin asked the women’s friends and relations to bring family photos in which they’d refused to appear. Thanks to Operation “Back in the Picture” they were put back into the souvenirs with the help of a retouching expert.
The photos were then compiled into an album and presented to the women by a family member.
The process showed that, however low their self-esteem, they shouldn’t erase the special moments that only happen once.

The operation was also featured on a dedicated website, www.backinthepicture.com, where every woman in the same situation can try the Back in the Picture experience.


Through this new campaign, Nioxin dispels the taboo over female hair loss and encourages affected women to accept both their appearance and themselves.
The campaign will be launched in late April.


“More than 50% of men and women suffer from hair thinning or loss. The symptom often comes with a loss of self-confidence. When it happens to them, they often turn to their hairdresser to understand and solve the problem. That’s why Nioxin’s mission has always been to give hairdressers the tools to help their customers regain their self-confidence, whether that means information or treatment. The authentic stories shared in the Back in the Picture campaign are a way for us to draw attention to the problem of thinning hair or hair loss, and to highlight the solutions available in Nioxin salons.” – John Hallberg, Global Assistant Brand Manager Nioxin


*This is based on self-claimed global data from 2007 where the base size was 20,000 consumers aged 18-65.

Contact BBDO Paris
Lauren Weber – VP Communications
lweber@bbdo.fr / +33 (0)6 7161 0743