Clear Tackles Hair Loss in Turkey with ‘Scalp Before Skin’ Campaign via Ogilvy Singapore

Why It Matters

With roughly 40% of Turkish men facing male‑pattern baldness, the campaign tackles a massive market need and could reshape consumer behavior toward preventive hair‑loss solutions, opening new growth avenues for Clear and the broader scalp‑care category.

Key Takeaways

• 40% of Turkish men suffer male‑pattern baldness.
• Campaign reached 900,000 people on launch day.
• Targets 25‑35‑year‑old men via DOOH and print.
• Links scalp care to rising male skincare interest.
• Positions Clear as preventive alternative to hair transplants.

Pulse Analysis

Turkey’s hair‑loss market is among the world’s most acute, with about four in ten men experiencing male‑pattern baldness. Clear, Unilever’s scalp‑care line, recognized for its Scalpceuticals technology, seized this opportunity by partnering with Ogilvy Singapore to craft a message that treats scalp health as a preventive ritual rather than a reactive fix. The “Scalp Before Skin” narrative leverages the growing male grooming trend, especially the surge in skincare adoption, to position scalp care as the logical first step in any modern grooming regimen.

The campaign’s rollout on World Health Day combined high‑impact digital out‑of‑home (DOOH) installations with strategic print placements in Istanbul’s university corridors, entertainment districts, and the *Hafta* supplement of *Nasıl Bir Ekonomi*. By focusing on men aged 25‑35, Clear tapped a demographic that is both image‑conscious and financially active. The DOOH network delivered dynamic, moving billboards that captured foot traffic at Istanbul Technical University and Beşiktaş, while print ads reinforced the message among an engaged male readership. The effort generated more than 900,000 impressions on launch day alone, signaling strong initial awareness and conversation.

For Clear, the initiative represents a shift from traditional dandruff‑focused marketing to a broader preventive health narrative, potentially expanding the brand’s addressable market beyond existing users. The cross‑market collaboration—Singapore‑based creative and media teams supporting a Turkish launch—demonstrates Unilever’s willingness to leverage global expertise for localized impact. If successful, the campaign could accelerate the adoption of preventive scalp‑care products, challenge the dominance of hair‑transplant solutions, and set a template for similar health‑forward branding strategies across emerging markets.