Clear told Turkish men to save their scalp before it becomes a skincare job

In Turkey, hair loss is widely accepted as inevitable and hair transplant is the standard solution, so prevention gets ignored — the challenge was apathy, not awareness.

Launched on World Health Day through high-impact digital out-of-home and print, deliberately skipping dandruff channels: dynamic moving billboards routed through Istanbul's social hotspots — the ITU Maslak corridor and Beşiktaş — targeting men aged 25–35, plus print in Hafta, the Friday supplement of Nasıl Bir Ekonomi.

The campaign reached more than 900,000 people on launch day alone, with high-frequency visibility in a single market and strong initial momentum for awareness and conversation.

In April 2026, Unilever's Clear and Ogilvy Singapore launched 'Scalp Before Skin' in Istanbul to get young Turkish men thinking about — and pursuing — hair-loss prevention, launching on World Health Day. Turkey has one of the highest male hair-loss rates, with roughly 40% of the male population affected by male pattern baldness, and a transplant-first mindset in which hair loss is widely accepted as inevitable.

The core message — 'Get a scalp care routine before it turns into a skin care routine' — draws a direct line between a receding hairline and an expanded future skincare regimen, reframing scalp care as the first and most important step of grooming rather than a dandruff afterthought. Clear positioned its Scalpceuticals line as the smart, preventative alternative in a market where the transplant is the standard solution.

The campaign launched through high-impact digital out-of-home and print: dynamic moving billboards routed through social hotspots, university campuses and entertainment zones — including the İstanbul Technical University corridor in Maslak and Beşiktaş — targeting men aged 25–35, amplified by print in Hafta, the Friday supplement of national economy newspaper Nasıl Bir Ekonomi. It reached more than 900,000 people on launch day, with media support from Mindshare Singapore and PHD Istanbul.

The insight is cultural, not clinical: apathy created by transplant safety nets, not lack of awareness, is the blocker.

The media plan matches the message — grooming billboards routed where young men are most self-conscious, instead of dandruff channels.

Quantified day-one reach (900,000+) in a single market, rare specificity for a launch-stage report.

Sell prevention by hooking it to a purchase men already make: the routine they'll accept is the one that feels like the skincare they already buy.

As of the April 2026 report the campaign had delivered day-one reach above 900,000 with 'strong initial momentum'; no longer-term results were reported.