J&J positions Rogaine Foam as part of men's daily ritual

01/23/2008 | NYTimes.com

Johnson & Johnson, seeking to build on a 25% spike in Rogaine sales last year, has unveiled a new marketing effort from BBDO, New York, to encourage men to make the foam version of the hair growth product a part of their regular grooming routine. J&J also has expanded the product's target market, to include younger male consumers and gay men, the latter of whom it is pitching via a commercial on the Logo channel.

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