A red carpet detour

Nutrafol brought E! correspondent Zanna Roberts Rassi behind the scenes during the 78th Emmy Awards, aiming at hair growth journeys rather than awards night glamour.

Be an after

The Unilever-owned brand ran its new campaign on Live with E!, plus a custom social segment on Roberts Rassi using the product. Agency nice&frank built the spots.

Rewind past the photos

Each spot opens on the usual before-and-after pair, then a voice-over notes the person felt different long before the after. Mixed media cameras carry the unpolished part.

“There's so much of the story that's missing between those two points on the journey to finding yourself again that usually gets skipped.”

Postpartum, divorce, marathons

Three spots cover different triggers for hair trouble. CMO Deena Bahri says thinning is so personal that deciding to act on it is a meaningful moment by itself.

Selling realistic timelines

Dropping the binary lets Nutrafol set expectations in a category full of quick fixes. Bahri says pairing aspiration with honesty about the work is how you earn trust.

“The visible result matters, but so does helping someone understand what it takes to get there.”

From shame to hope

Bahri has pushed the hair health category away from insecurity marketing. Creative director Patrick Newman calls the shift a move from results to an emotional mindset.

“It makes becoming an 'after' more achievable in the near term.”